Dove - How Dove changed the rules of the beauty game

This paper describes Ogilvy's campaign for Dove Firming, which challenged the ideal 'thin and slinky' stereotype imposed by fashion models.
Agency: OgilvyAuthor: 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.


This paper is about a brand that broke the rules. It broke the rules not just of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands