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Dove
Dove continues to communicate the ‘love yourself as you are’ philosophy to women around the globe (this became the key theme of the brand’s campaigns) with the launch of a new self-esteem initiative. Developed by Ogilvy & Mather, the new campaign will be promoting the importance of establishing positive relationship with you and your appearance, no matter how far from the ‘ideal’ one it may seem.
Following the ‘green path’ usually implies keeping to just one major regulation: being as good as possible to nature. But since brands should think about profits as well and consider people’s opinion about their eco-friendly products and approaches, as long as everything they do is primarily done for consumers, shoppers’ feedback is one of the major tools shaping the environmental principles of companies. Earlier this month, the ImagePower Global Green Brands Study, the largest in its 5-year history—was presented by Cohn & Wolfe, Esty Environmental Partners and Penn Schoen Berland—the study reveals current consumers’ attitude to green products and shows how it has changed over the past years.
The hilarious ‘Dove Campaign for Real Beauty’ featuring women of all ages and nationalities, which was aimed at helping female consumers feel confident with their looks and realise their personal beauty potential, is now replaced by new campaign dubbed ‘Dove Body Language’ for the Dove Hand & Body range, which was relaunched globally. The campaign was kicked off by Unilever on June 6 and is rolling out primarily at the brand’s Facebook page, where one can write a shareable message (up to three lines) with the help of six women who form letters with their bodies.
DOVE Men+Care invited three NCAA celebrities to share their life-stories as part of the brand’s ‘Journey to Comfort’ project—the video series, launched in summer 2010, in which sport stars reveal their personal milestones that shaped their own identity and helped feel comfortable in their skin, both on the field or court and off it. Basketball legend Earvin ‘Magic’ Johnson, Georgetown Head Coach John Thompson III and Duke point guard Bobby Hurley joined the roster of other celebrated sports stars, including Albert Pujols, Andy Pettitte, Drew Brees and Joe Girardi, who shared their childhood, married lives and career memories last year.