Agency: Ogilvy | Author: Olivia Johnson |
Dove – How Dove changed the rules of the beauty game
Olivia Johnson
For 40 years women have told us they hate the stereotypical way that they are portrayed in beauty advertising. And for 40 years we have ignored this point of view, insisting that it is a research effect. This is a story about a planner who decided, for once, to believe what consumers were saying.
HOW DOVE CHANGED THE RULES OF THE BEAUTY GAME
This paper is about a brand that broke the rules. It broke the rules not just of...