Dove is determined to help every women feel confident and satisfied with her look, and has launched numerous initiatives to achieve this goal. Now the brand is expanding its ‘Real Beauty’ campaign, giving Facebook users an opportunity to replace offensive ads about ‘jelly rolls,’ ‘love handles’ or ‘muffin tops’ with positive beauty messaging using Dove’s ‘The Ad Makeover’ app in Australia.
digital campaign
For generations, Olay has helped women of all ages look and feel their most beautiful. Many of these women have told us that the person who represents true beauty to them is not a model or celebrity, but their moms. So, in celebration of moms everywhere, Olay is working to give special recognition to one million moms by Mother’s Day. Beginning April 13, women are invited to log on to www.facebook.com/Olay, and sign our online declaration to acknowledge their moms as their ‘Beauty By Example’ women who are beautiful inside and out, and have inspired them in so many ways. As part of our effort to recognize amazing women everywhere, moms and daughters alike, Olay is contributing up to one million ounces of product to look good feel better, a national public service program dedicated to improving the self-esteem and quality of life of women undergoing treatment for cancer. Consider it ‘Beauty By Example’ in action.
Following in the footsteps of L’Oréal and UNESCO, which are celebrating female leaders in a range of scientific industries with their Women in Science award and International Fellowships, GODIVA Chocolatier is presenting is debut project of this kind dubbed the Lady GODIVA Program to pay tribute to social advocates in communities across the globe. Chocolate has been associated with something nice and calming, which helps to overcome problems, making the life a bit brighter. The new program is seeking people who do the same to their communities and embody the Lady Godiva nature “through selflessness, generosity, leadership and the spirit of giving-back to the community, support the causes that matter to women, both globally and locally, and inspire others to give back as well.”
Popular manly antiperspirant brand Old Spice is rolling out a new inspirational promotion dubbed ‘Believe in Your Smellf.’ The new campaign, which has already taken the Old Spice UK Facebook page, is centered on the idea of every day championship and is promoting the new Champion set of a deodorant, an antiperspirant and a body wash from the Old Spice Red Zone line, which also includes After Hours, Aqua Reef, Pure Sport, Swagger, and Danger Zone products.
As a long-time sponsor of the Cannes Film Festival, each spring Stella Artois launches a new activity dedicated to the major film event. Earlier this month, the lager brand offered its UK consumers an opportunity to watch a film online by entering a code from a promotional pack, and now it’s inviting its fans from around the globe to visit the virtual Stella Artois Cannes Cinema Club, which is “designed to support exceptional cinema, provide unique cinematic experiences and ultimately keep the sophistication and beauty of cinema alive.”
The number social media websites, which can help brands promote their products and services, goes far beyond such giants as Facebook or Twitter and now includes a range of fast-developing platforms, like photo-sharing service Pinterest. Launched on 2010, it has 10 million monthly and is growing even faster than today’s kings of social media did on their initial stage. The more people use the service, the bigger is the audience and the more effective it is to promote something there—knowing that, Honda, which created its page on Pinterest less than a week ago, is rolling out a new activity dubbed ‘Need a #Pintermission’ for the all-new CR-V on this platform.
adidas inspires people to take active actions in each of its campaigns, and the new promotion, which launched in the UK on April 7, keeps to this theme as well. The sport apparel giant, which is one of the sponsors of the London 2012 Olympic and Paralympic Games, kicked off a new Olympic-themed campaign entitled ‘Take The Stage’ to encourage all Brits to believe in themselves and be not afraid of sharing their talents with the rest of the world.
ASICS America has rolled out a website that will offer consumers to test its new products like never before. Entitled ‘Stop at Never,’ the website features a series of ten original videos, including athletes running on water, playing tennis upside down, and performing other activities in an unexpected way.