For those who like the theme… here is the old-commercial: Evolution
And this is the new one:
(Categories: Wzzup)
Dove started a few years ago breaking away from the beauty-stigma using the so called Rubens-Girls in their adds later the Pro-Age campaign which seriously helped the brand in extending their Social Value. It is typically Disruptive innovation thinking by looking at your non-consumers your market is bigger, especially if you define your market-share always under 10% (Jack Welsh rule). There are less girls fitting the ideal top-model look than that do… so as a make-up brand do you sell a dream (beauty outside) or a mentallity (beauty inside).
This succes has resulted in their latest add: Onslaught - talk to your daugther before the industry does!
Just clever marketing or an example of corporate citizenship?
- The Visual Story: Seeing the Structure of Film, TV and New Media
- The Philosophy of John Dewey: Volume 1. The Structure of Experience. Volume 2: The Lived Experience
- All-American Ads of the 40s
- The Mind Map Book: How to Use Radiant Thinking to Maximize Your Brain's Untapped Potential
- Cellphone: The Story of the World's Most Mobile Medium and How It Has Transformed Everything!
4 Comments
-
Toolbox
-
-
Nudge: Improving Decisions About Health, Wealth, and Happiness
by Richard H. Thaler
52 customers reviewed this article averaging 4.0
Isbn-13: 9780300122237
Every day, we make decisions on topics ranging from personal investments to schools for our children to the meals we eat to the causes we champion. Unfortunately, we often choose poorly. The reason, the authors explain, is that, being human, we all are susceptible to various biases that can lead us to blunder. Our mistakes make us poorer and less healthy; we often make bad decisions involving education, personal finance, health care, mortgages and credit cards, the family, and even the planet itself. Thaler...
in one of your last comments you said it is AND/AND not EITHER/OR. i think that applies here as well. there is nothing wrong with using ‘clever marketing’ AND ‘corporate citizinship’, is there?
in parallel with this you can observer foreign aid changing as well. where it has been ‘we help you’ at first and ‘you help yourself’ later. we can now observe a ‘we help each other’ in the way developing nations are seen as potential markets. good or bad? doesn’t really matter, imo.
if social value flows along (or because of) economic value things improve!
Clever marketing of course!
If they are trying to create some sort of corporate citizenship, this campaign should have a male angle as well. Because it is also their ‘gazing’ that creates the desire for girls to become like the women from the ads. “Very good that you’re working on you’re self esteem girl, but if the boys keep wanting the skinny girl, that would do you no good”.
Although I hope Jurg is right and that it’s ‘AND/AND’ I think it is clever marketing…
i can’t help myself explaining this positively
another way or reasoning is that if this is clever marketing, the desire they address is starting to predominate our culture. this means that we (or, following jorgen’s reasoning, at least the women) are sick and tired of not being themselves. and the corporation can do nothing but fill this desire with.
grassroots social value? if this is true can we be confident that the power of the ‘consumer’ (i do not like that word) is increasing?
Barber writes: “In order to turn reluctant consumers with few unsatisfied core needs into permanent shoppers, producers must dumb down consumers, shape their wants, take over their life worlds, encourage impulse buying, cultivate shopoholism and invent new needs.”
Is this an example of a new need being created by Dove? Is the consumer smartening up and his power increasing, or is the producer getting smarter: “if beautification is not working anymore, maybe we should come up with something new: inner beauty.”
I can see the ad execs smile…