Dove’s UK bottle campaign incites ridicule online

The company has been producing marketing and PR efforts about body images for nearly 10 years, but the latest installment isn’t well received.

Ragan Insider Content

The company’s “Real Beauty” campaign has been a marketing hit, and its “Real Beauty Sketches” spot was the most-shared ad of 2013.

The Daily Dot reported:

For over a decade now, the folks over in Dove‘s marketing department have been trying to capitalize on the growing rejection of overly airbrushed bodies of already too-thin models with their “Campaign for Real Beauty.” The campaign has been wildly successful in garnering media attention over the last ten years, functionally earning Dove millions of dollars in free advertising.

However, many are saying that the company’s new campaign—recently launched in the United Kingdom—fails to live up to past efforts.

The campaign offers UK consumers the opportunity to purchase limited-edition bottles that are supposed to emulate many different body types:

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.