LOVE DOVE: Building customer involvement in Marketing and Branding
Dove is repositioning its brand for everywoman and they've done a great job of using Web 2.0 and community to really bring the message home.
Back in November I featured the Dove video that shows what really goes into creating a beautiful model. That video has made the rounds in blogs and even has several funny parody videos posted on Youtube.
Now Dove does it again. They launched its new Cream Oil Body Washes TV ad at the 2007 Academy Awards, featuring the work created by production assistant Lindsay Miller of Sherman Oaks, CA. This time, instead of making it available on YouTube, you have to go to the Dove Cream Oil site to watch it and the other finalists.
Thanks to Duncan at Duncan's TV Ad Land for the post about Dove's new consumer created advertisement. And thanks to Dawud Miracle at Healthy Web Design blog for giving me a new tool that helped me find Duncan's post.
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Technorati Tags: Marketing, Branding, Dove, Lindsay Miller, TV Ads, Rebranding
3 comments:
It'll be interesting to know whether they are also planning on launching the Dove Cream Oil campaign in the UK. At the moment everybody is talking about the controversial Pro-Age spot which apparently was banned in the USA for showing too much flesh
I think they should, but more so I think they should run the Pro-Age commercials on US cable.
What a great positioning!
You're welcome, Chris. Just happy to help out
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