Dove Evolution
Seriously. Now this is thinking outside some boxes, isn’t it?
Let’s face it, a lot of women are critical about the way beauty is portrayed by the media. Dove is capitalizing on that emotion and creating an “experience” around a “campaign.”
If you look at Dove’s Campaign for Real Beauty it’s really ingenious. I LOVE the interactivity – the ability to vote – to have a say – and way to take action.
But is it something women will respond to? Well, the forum for discussing the pro-age TV commercial video, at the time of my post, has 3,789 posts. I don’t know how long the forum has been up but the campaign was announced in a press release Feb 8, 2007. Jury is still out, I think. But I gotta believe it’s a step in the right direction. Their biggest problem is going to be marketing. Getting people to come to the site and interact with it. Word-of-mouth will be a big part and so will the workshops/training on the ground.
This is definitely one to watch.
