Dove calls its competition scum ~ Brand Mix

Tuesday, October 14, 2008

Dove calls its competition scum

It's not often that you can talk about your competition as "scum" and get away with it. Even political candidates, nasty as they sometimes get, avoid such language. But Dove is in the happy position to be able to use "scum" in the technical sense and cast all its rivals in this light. Dove's new campaign, as seen on Yahoo! says: "Soap leaves soap scum. Dove doesn't. See the difference for yourself."

A while back, I wrote a post on the issue of whether Dove had moved too far away from its product roots with its second and third generation of "Campaign for Real Beauty" advertising. My question now is: Has this round of advertising swung the pendulum too far back the other way?

If you click on the link to the ad on Yahoo!, you arrive at this landing page which includes an "artistic dramatization of soap scum in hard water." There is an attempt to link the two campaigns with a link called: "Real women react to soap scum" but, honestly, this campaign feels to me like a jarring disconnect. Or am I wrong?


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