Dove makes it clear in their advertisement, that the soap industry has had its fair share competitors who mislead their consumers into buying beauty products with photo shopped models in their commercials. The skin results, body sizes, and skin color of the models are all characteristics that are featured when a company markets their soaps and beauty products.
Dove makes a bold statement allocating their funds for an ad that doesn’t target their consumers, but to the other developers, and graphic designers in the industry who work for other companies to stop their false advertising. As much as I am a strong support of Unilever, and use their products daily, I think that this was an unsuccessful message. Dove hired Oligivy & Mather to create this add, I think they could have created a more results orientated commercial valuing their consumers as there will always be companies who have graphic designers that make those touch ups. Consumers are aware that there is lots of false advertising, but I think in this industry especially, if Dove can continue to send the message that they’ve been around for decades, and their products have natural medicinal ingredients, they will gain more consumers. Also, with Dove launching this ad, it goes to show that companies are always examining the external environment and constantly keeping updated with their competitors activities.
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