Dove It has a long career in emotional communication and invites reflection, especially in terms of diversity, inclusion and female empowerment. However, in order to publicize the new formula of his shower gel, he has taken a small turn to his approach and has opted for humor.
The announcement was issued during the Special 50th Anniversary program of “Saturday Night Live”
He has done it by the hand of MAXIMUM EFFORT, the creative agency of actor Ryan Reynolds, and taking advantage of the special broadcast on the occasion of the 50th anniversary of the television program “Saturday Night Live.” The space, issued last Sunday, February 16, reached an average audience of 14.8 million viewers between NBC and the PEACOCK streaming service.
The campaign is based on the characteristics of the product, which carries by description “Deep Moisture” (softness or deep moisture), and in the insight that a large part of the public hates the term “Moist” (wet), for their association with body fluids. Thus, the brief piece shows how Dove is aware of the visceral response of users, especially women, before the concept.
The announcement shows a “Focus Group” driven by the brand to present the new formula campaign to consumers. Precisely the alleged campaign exploits the term “Moist” both in the graphic elements and in the Jingle, awakening the rejection of the participants.
“While the word ‘moist’ can be polarizing, we can all agree that we love softness“said Kathryn Fernandez, Director of Purpose and Commitment of Dove North America, according to Adage. In addition, he pointed out that the objective has been present the new product in a fresh and new way for an iconic moment on television, as was the anniversary of “SNL”, and with the intention of reveal a lighter and lighter side of the brand.
The campaign is in line with the initiative of Kraft Heinz in 2023 around the word “Moist.” The Kraft Real Mayo brand and product asked the Merriam-Webster publishing house, which publishes one of the reference dictionaries in the United States, to designate “Moist” as the word of the year.
The communication, which is understood as the first approach of Dove to humor, contrasts, for example, with the announcement released by the brand during the Super Bowl. He emphasized Dove’s mission to promote well -being exciting and real beauty among young women. “BeSe Legs” It is a work of Ogilvy United Kingdom.
