Wherein I succumb completely to the PR bandwagon

by DaniGirl on October 10, 2007 · 6 comments

in Life, the Universe and Everything

I’d heard that Dove had a new video out (remember “Evolution“?) but it took me a while to get around to watching it. I’ve spent a lot of time over the last few days thinking criticially (and somewhat cynically) about PR pitches and viral marketing and buzz marketing and exactly this type of campaign. Even though this is very much a marketing move on the part of Unilever, I also think it’s a very well-done and important message, and I’m completely putting aside my cynicism to share it with you. It’s worth sharing, and even ties in loosely with the theme of the day about women and their bodies.

Can’t see the embedded video? Visit the Campaign for Real Beauty site.

{ 6 comments… read them below or add one }

1 b*babbler October 10, 2007 at 7:44 pm

That’s interesting. I’ve found it really interesting how the last few years Dove has really managed to capitalize on the idea of the “anti-beauty” PR model to sell, what are essentially, beauty products. Brilliant marketing though!

2 Marla October 10, 2007 at 9:21 pm

I’ve found it really interesting how companies are getting at using messages that we feel good about promoting to advertise cheaply with viral videos – but how this one in particular has jumped ahead of Evolution in its speed in being distributed because it targets the very vulnerable yet powerful MOMS in the internets demographic. I would love to tell Dove that yes, these are my real fears and I don’t need you to remind me of my duty, and also, that was a very expensive and well-done scare tactic, and a nice twist on the old “bring a long-existing problem to the forefront and introduce a solution, even if it’s only barely effectual”, and what a spectacular-looking kid, maybe next time a Ramona Quimby type?”

3 Cyn October 11, 2007 at 6:20 am

I like the msg because it’s true that the media bombards us, young and old alike, with msgs about how life will be great IF ONLY. I don’t have daughters, but I have sons that I have to educate about what true beauty is and that’s as much of a challenge as it would be with girls, I think. Right now they both think girls are gross, so I’m good with that 🙂 But there will come a time when they’ll think differently.

4 urban pedestrian October 11, 2007 at 7:11 am

Call me cynical, but Dove is still in business to make money and no matter how they dress their message up, or manipulate our emotions, the bottom line is still to pursuade you to buy Dove and what their ads are telling us is that only Dove understands (like you do) what real beauty is, so buy our product if you want to be beautiful.

5 DaniGirl October 11, 2007 at 7:25 am

Yah, in a lot of ways I agree with Marla and Urban Pedestrian. They are still in the marketing business. It’s not that they’re overtly saying “Buy our stuff!” – but they’re still building huge corporate good will that will no doubt influence buying behaviour.

BUT. At least they’re taking this tack and not an approach that says “Buy our stuff because you’re not good enough as you are and you need to be enhanced with the proper lotion and fragrance and colour and… and… and…” Ya know? And Marla, let’s face it, you and I are both very media savvy – so maybe we’re not the target audience for this ad?

Excellent debate. I love it!

6 lisa b October 12, 2007 at 8:30 am

Hmm good point about the media savvy not being targets of the ad.
It reminds me of a video done last year by students at a school where I volunteer. The students happen to be gay, lesbian and transgendered.
The school really trys to teach them to be critical thinkers.
Even if people are media savvy I think it is still important to put these mesages out there to conter most of what we usually see.
Sure dove gets their product name out there but I have to admit I am not buying their products because of it.
Thanks for posting this Dani I hadn’t seen it.

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