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How does a company respond to that?

Since starting it’s campaign for real beauty campaign, Dove has been the target of many activists. This is the latest one from Greenpeace about the deforestation in Indonesia, spoofing Dove’s own Onslaught.

It’s a very interesting point. Dove is the unfortunate target, but pretty much every big company / governments should face similar issues. Are they the worse offender in the world? I doubt it.

But the lesson is dirty little secrets will always find a way out…

It will be interesting to see Dove’s reactions.


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  1. Rob
    May 1, 2008 at 12:29 am

    I think the problem with DOVE – and I do love the campaign – is that at the heart of it, you can’t help but feel their focus is on profits rather than changing the negative perception so many women have about themselves.

    To be fair, they have started a few very good charity/advice programs [the Asian “Women with self esteem issues” is particulary good] however they still use typical fashion mags to get their message across which sort of defeats the point – because if they are going to use those sorts of publications, they could make a major statement [ie: don’t fall for their lies] rather than just offer a softer ‘beauty’ sell compared to the likes of L’Oreal etc.

    As I said I like the DOVE campaign [though it dies in Asia – but I’ll bore you with that another day] it’s just that their intention is no way near as true as say the Body Shop’s was when they did their THERE’S ONLY 8 SUPERMODELS IN THE WORLD work … which is possibly why so many organisations target them or spoof them in their work.

    Maybe πŸ™‚

  2. Digicynic
    May 1, 2008 at 8:38 am

    Hi Rob,

    I totally agree with you (what’s going on?) ;-).

    I think the Dove campaign was spot on when they launched it with the ‘real women’. It was witty, bold and fun. But they then started to be too serious, hence the feeling that they are being a bit hypocritical.
    Humour is a powerful tool and could have helped them to get through it.
    Instead, their latest ad ‘onslaught’ is being seen as preaching to mums, which is the last thing you want to do.
    That’s probably the reason why every one is attacking them, although they are probably not the worst offender pollution-wise. It’s become an easy target.
    The Body Shop is a very good example of a company that had strong ethic principles at the core of the company, not just surfing on them in its communication.

  3. Rob
    May 1, 2008 at 10:28 am

    Thank god you know what I was going on about, I’m jetlagged to death and was convinced it made no sense.

    I’m going to be writing a very nasty post about a new Aussie DOVE ad showing the client and/or agency have lost totally failed to understand the concept of the idea – and that kills me because it could be so powerful but it’s a Unilever brand and with the greatest of respect, they’re not exactly big believers in true brand ideas and even less those that have a social focus.

    Ooooh I’m a bitch today πŸ™‚

    You good?

  4. Rob
    May 1, 2008 at 10:28 am

    And we should stop agreeing or people will talk!

  5. Digicynic
    May 1, 2008 at 10:42 am

    yep, I’m fine, thanks.
    Where are you at this time, jet set man?

  6. Rob
    May 1, 2008 at 12:16 pm

    Anything I say will just make me look an even bigger wanker than usual, so lets just say I am a Frequent Flyer Millionaire πŸ™‚

    Might be popping in to see Gwyn in May/June so if I do, maybe I can buy you a drink and offer an olive branch to French / English relations, or would you prefer to keep the nationalistic fight alive, ha!

  7. Digicynic
    May 1, 2008 at 1:30 pm

    Sure thing. Always up for a drink. We’ll have to see about that olive branch…
    Hope you are well.

  8. May 3, 2008 at 4:34 pm

    Hopefully end of May – will let you know

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