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New Dove (un)Commercial

Here's latest in Dove's campaign for real beauty.
While I think the strategy for the Dove brand is spot on (reposition the competition) I still struggle with the fact that it is a little disingenuous for the company (Unilever)that also promotes the Lynx/Axe brand to be so pious.
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  1. Tiffany4:17 pm

    I have to agree. I met the woman who runs this whole campaign at a conference a few months ago, and she didn't have much of an answer as to that issue. Acknowledged that it's true, moved on. I was overall unimpressed. Especially since she looked at me like I was insane when I told her that I typically don't consume "traditional" advertising. To me, that was the whole point in the campaign - to connect to a consumer who won't get your brand anywhere else. But instead, that seemed to really make her uncomfortable.

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