Trouble in Dove Land
Happy Valentines Day. Now that I got the positive out of the way, let’s talk about what’s going on/wrong in the world of Dove, the skin care/beauty company. First, they try to get in on the user-generated trend. This video was posted on YouTube and explains that if you’ve ever dreamed creating your own commercial, then you can do one for Dove! OMG REALLY!! No other incentives?! Sounds great…
Apparently a ton of other people felt the same way, and YouTube had to turn off the comments for the video, because of the backlash. Some people even posted their own responses, and Schmuly’s video (found via Whistle Through Your Comb, a great blog by a planner/friend) is one of the best. Schmuly paints a pretty clear picture: Marketers read Wall Street Journal and think they know how to market to YouTubers, but they really have no idea what they’re getting into and are going to keep failing over and over again.
So I thought Dove might lay low for awhile after that screw-up. I’m reading Advertising Age today and I find this article, and see that Dove is using naked grannies in its newest ad for Pro Age products…
Anybody else think Dove’s taking the “be real/be yourself/everyone is beautiful” thing too far here? Watch the Dove Pro Age ad and let me know. Maybe I’m just off my rocker. Wait, I don’t even own a rocker.
February 17th, 2007 at 1:13 am
No - I don’t think they are taking it too far. There is no more skin shown here than on numerous ads for Victoria’s secret, almost anything Calvin Klien and many, many more ads. The only difference is these women (or as you called them “grannies”) are over 50. Women over 50 are de-sexualized and made invisible in this youth obsessed culture. Perhaps this can start to change that perception. Loved the commercial, and intend on putting my big fat baby boomer wallet where my mouth is. Off to buy Dove now - ciao!
February 18th, 2007 at 3:35 pm
You’re off your rocker. Now go ask your mom what SHE thinks.
February 18th, 2007 at 7:08 pm
Thank you both for your commments. I will ask my mom and get back to you on a response.
February 21st, 2007 at 8:48 am
[…] Looks like I wasn’t off my rocker after all. In case you missed it, I previously posted about trouble with Dove’s YouTube strategy as well as their Pro-Age ad that featured naked grannies. You can see the ad here. Basically, I said that while everyone should be allowed to feel good about themselves, Dove was taking the whole thing too far. […]
August 13th, 2007 at 8:54 pm
I,thought those six women were very brave to bare their aging bodies before
millons to see.I,ve seen many comercials with young beauitful women.In almost
barely there cothing.
But I,never seen nothing such as this.Women late mid-years 50;ssomething
I,must admit they look very good.I,wonder what they might of been saying.
Oh God,I,hope my kids/grandchildren don’t see this.
However as they pose before the lens,lovely proage women pose with sure
confidence.That they were beauitful.