Monday, April 29, 2013
Dove Real Beauty Sketches
This Dove "Real Beauty" online ad has created quite a stir. You can read about the response to this campaign here. Dove certainly seems to have struck a chord with its customers. The fact that some people have criticized the ad doesn't seem to concerning, as most Dove customers seem to be responding positively. The attention that it has received seems to endorse the view: there is no such thing as bad publicity. Nevertheless, there's a big question remaining: Will this attention turn into additional revenue for Dove? Can the engagement with customers translate into sales in the supermarket?