My salad dressing days


A good start. Shows promise but could try harder.
July 6, 2006, 1:39 pm
Filed under: Uncategorized

So Dove’s Campaign for Real Beauty might just be a campaign in the dictionary-defined sense after all (and not just a cynical bid to flog deodorant and moisturiser).

Using ‘real’ women (with curves and cellulite and freckles and everything!) in their adverts is to be lauded, but I was starting to wonder what made it a ‘campaign’.

Anyhoo, today I spotted an ad in a woman’s glossy for the Dove Self-Esteem Fund. Dove has seemingly joined forces with the Eating Disorders Assocation to develop BodyTalk, “a programme designed to help build the self-esteem of young people throughout the country”.

And Dove’s contribution to the pot? £100,000.

No paltry sum, but when you’ve seen a 600% increase in sales following the first two months of the ‘campaign’, surely the nice people at Unilever could dig just a little deeper into their £990m profits??

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7 Comments so far
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Those ads were a big to do here in Chicago (I blathered on about them here: http://artemiswinter.livejournal.com/261655.html). I like them. 🙂

Comment by Diana

No kidding on the “they should contribute more.” Seems a little annoying, as you know they spent WAY more than that on the campaign itself.

Comment by Whinger

Seems pretty cynical. I’ve heard second hand tales from marketing folk about how the Dove marketing people refer in meetings to their life size models by some fairly offensive terms, purely because they aren’t stick insect types.

Comment by GreatSheElephant

I don’t know what to make of this. Unfortunately, I can easily see it happening (what GSE is referring to)
Well, its a start anyway.

Comment by Kyahgirl

Unilever? Nice? Naah! I’m sure they could dig deeper but you wouldn’t expect them to. They’ve found a new way to make money and it’s just luck if for once it turns out good for people in the real world.

(I expect those marketing people have fairly offensive ways of describing thin smooth women too.)

Comment by mig bardsley

Those ads were a flop here in the US. I kind of liked them but I guess america doesn’t want to see real women.

Comment by Paula

It’s not that the ads are a flop in the US, it’s that the media picked up on the ads and went for the backlash right away. all the dateline and 20/20 type shows interviewing the models and making comments like “cute girl size 6 thinks she can be a model now, but the modeling agencies have told her they don’t work with plus sized models.”

Comment by Shadowtracker




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