Soap Box II

Stephen Newton, a regular contributor to this blog, does not like the new Dove campaign at all.

And as it seems he is a marketeer at a large retailer (Boot's?) his views are especially interesting.  In fact from his entry it seems his company are about to delist it -- the worst possible outcome of a marketing campaign. 

I still think it's a great campaign.  In London several poster sites have had their 'boxes ticked' by graffiti artists, which is a sure sign of engagement.  And Dove's similar 'Real Women' campaign last year is said to have worked. 

But only the till receipts will tell us.  Watch this space.

Comments

[Joe Hoyle]

I think this campaign speaks volumes about the direction marketing is being forced to take. Fortunately, the Dove brand fits nicely into this 'groove'. The Dove brand has always been about honesty and it invites people to be forthright and communicate their views.

Dove is a 'simple' brand, accessible by everyone and probably not one you associate with your handbag. So, you can afford the empathy, wear it underneath the make-up and hide the packaged product your bathroom. Perfect.

I agree, the M&S campaign was terrible. However, it was a 'passive' television spearhead campaign and had no interactive component. It had no overeaching message whatsoever other than to persuade women to reach for something 'different' and not normal - probably another brand.

[Stephen Newton]

I should plead guilty to being a freelance PR, although it's tempting to see if rumours start. Katharine's the researcher, previously with a very, very large retailer indeed (amongst other things) and now with the UK's largest ethical retailer. Boots are mere advertisers in this case.