Dove advertising is one of the rare examples of the 2.0 model working in the real life. The demystifying our idea of beauty and glamour while reaching out to your audiences (consumers) and creating the communities makes this an excellent example of the brand building campaign that connects to the potential customers. The inversion of the glamour formula is done extremely intelligent.
Column by adage.com. Website dove.com and campaignforrealbeauty.com
Dove is the brand of Unilever. No information of dove market share but her eis a quote from their annual report:
"Vitality is now central to our HomeandPersonal Carebusiness. The Dove Campaign for Real Beauty, the OmoDirt is Good campaign and the Lifebuoy Handwashing campaigns in Asia are tangible programmes that bring Unilever’s vitality mission to life in our Home and Personal Carebrands. The new Dove Cool Moisturerange was launched in North America while the Dovefirming range was rolled out globally. We also extended the DoveCampaign for Real Beauty with the creation of the Dove Self-Esteem Fund for young women to educate and inspire girls on a wider definition of beauty."