Very interesting article from Ad Age about Dove criticism from online communities. The point is pretty obvious: how can you promote the “natural beauty” idea, and attack the mainstream beauty values, and at the same time promote the Axe “naughty gils maker”? how can you spread the self esteem campaign, and at the same time sell beauty products? and what about the other brands you own, when they still live on the fact that people have to feel inadequate?
That’s an hypocrite behavior that have always been related to the fashion advertisement. But the point is: that’s the way everything goes, and everyone who’s pretending the contrary is an hypocrite himself. I will come back on this topic, because I think it can be interesting going deeper on the subject.
For now, here’s the Dove Onslaught campaign and the Axe last commercial
ps. the Axe Thanksgiving song sucks! they are even trying to hide themselves with a Jeff nickname on Youtube. When viral marketing stinks.
