×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Is Dove's #SpeakBeautiful Twitter Campaign an 'Egregious Overstep'?

By Published on .

Another Dove campaign positioning the brand as the friend of female self-esteem is being accused of Doing It Wrong. If you missed the Washington Post's take on Wednesday, which called the new effort an "egregious overstep," here's one key bit:

The only purpose of this cooing, of course, is to lull consumers into a sense of intimacy so human, so convincing, that you forget that Dove is actually trying to sell you something; that in fact, Dove only exists on this planet to sell you things, and that Dove's pursuit of sales occasionally involves behavior you may find offensive and/or unsavory.

Last year Dove took a hit over a campaign that apparently tricked women into believing they were trying medical patches that would make them prettier (all the better to reveal that all they needed was self-esteem). This time the criticism is over Dove tweets sidling up to women who sound down about their bodies to reassure them that they are beautiful.

Is there a limit to how friendly and intimate mega-brands should be, even if social media allows it? Read the full Washington Post article here.

In this article:
Most Popular