Dove's 50th Anniversary Campaign Celebrates Beauty at Every Age
Laura McQuarrie — September 11, 2014 — Marketing
References: dove & marketingmag
In celebration of its 50th anniversary, Dove put out a call for 50 Canadian women to become a part of a campaign that shows beauty at every age. This commercial for the campaign begins with a number of young girls beaming about their ages, but in contrast, the more mature women refuse to reveal how old they are.
For 50 days, Dove is releasing a video from one of the 50 Canadian women on their actual birthdays, featuring their thoughts on age and beauty. To continue with the theme of the number 50, the Dove Beautiful Age site also features a place where you can snag a 50% off coupon that can be put towards a Dove product, which is like making sure everyone feels as though it's their birthday.
For 50 days, Dove is releasing a video from one of the 50 Canadian women on their actual birthdays, featuring their thoughts on age and beauty. To continue with the theme of the number 50, the Dove Beautiful Age site also features a place where you can snag a 50% off coupon that can be put towards a Dove product, which is like making sure everyone feels as though it's their birthday.
Trend Themes
1. Age-inclusive Campaigns - Brands can create campaigns that celebrate beauty at every age to appeal to a wider audience and promote inclusivity.
2. Personalized Marketing - Offering personalized coupons or discounts can provide consumers incentives to make a purchase and increase brand loyalty.
3. Video Campaigns - Creating a video series can keep consumers engaged with a brand's message and create buzz around a campaign.
Industry Implications
1. Beauty - Beauty brands can create age-inclusive campaigns to promote body positivity and emphasize the importance of skincare and self-care at all ages.
2. Retail - Retailers can offer personalized coupons or discounts to increase foot traffic to physical stores and drive online sales.
3. Marketing - Marketing agencies can use video campaigns to creatively tell a brand's story and capture consumer attention on various social media platforms.
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