Dove's won an Effie award for effectiveness in Europe for its Real Curves campaign (thanks to Brand Republic for the article). Yippee, I say.
"The simple idea of putting real women in an ad for beauty products has seen Ogilvy & Mather scoop the Grand Prix at this year's Euro Effies, which recognises the most effective advertising on the continent."
According to the article, after the campaign was introduced, sales for Dove's firming products soared by 700% in the first half of 2004. As well as being effective, the campaign has also been praised for helping to make women feel better about themselves.
Brand Republic also provides a great post with comments from the client/agency team that developed the Dove work. The brand is "actively trying to change the way people perceive beauty."
The creative director who worked on the campaign also explained, "[Previously] there's been a more passive voice in the marketplace, but these commercials are really noticed. [Dove's voice in the market has changed] yet they have stayed true to who they are."
If you're interested in knowing more about the campaign, check out our post about it from July.
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