The idea
Here’s a complement and contrast to the Girl video. Dove continue to run their Self-Esteem Fund as part of their Campaign for Real Beauty, “an agent of change to inspire and educate girls and young women about a wider definition of beauty.” Moving beyond just talking about it in their marketing, they provide action, running workshops with local organisations, such as Me! in the US and Body Talk in the UK. They’ve run around 2,700 workshops, with 2 million girls reached, in the last 2 years looking raising self-confidence and self-esteen, with a target of reaching …read more

I got a mail from one of the agencies involved in promoting the Dove Campaign for Real Beauty and its latest incarnation with the Self-Esteem Fund, with some new developments, the Dove Reality Diaries. I have to admit I’m conflicted when reviewing this campaign. On the one hand I fully support the concept behind the Campaign for Real Beauty and the Self-Esteem fund and think that Dove are doing some superb things to promote a new way of looking at the beauty industry and to help a lot of people. On the other hand, this site …read more

Next up in the Passionistas event was some case studies, from Doritos, Special K and Dove. All of them had done work with Yahoo.
Anindita Mukherjee, Group VP of Marketing, Frito-Lay.

Talk to us about Doritos. We had a pretty successful promotion with the Superbowl and I’m talking about that promotion
Understand who is your brand. What it stands for. Doritos- Bold, Intense, Unapologetic, Loud. You have to stay true to who you are.
Then the consumer -Young Adults. Doritos have a huge penetration. by focusing on the young adults…older audience also want to be young …read more

This months b5 Business Channel theme is around the word ‘august’, meaning, according to dictionary.com
inspiring reverence or admiration; of supreme dignity or grandeur; majestic
However, you have to ask yourself how can a buzz campaign, a social media campaign ever be august, ever be a source of dignity. Especially if it is some weird, funny video or game that gets thrown into the mix. On the inspiring reverence or admiration, that is easier. Often along the lines of ‘why didn’t I think of that?’ So here’s a couple programmes that have inspired that feeling for …read more

Carla Hendra (Ogilvy) ‘The most effective online ads – why some make it and others don’t’
Many lessons of print hold true for online, dynamic stuff is a whole new thing. For people on the go, it used to be the billboard and now it is the mobile We no longer know where the consumer is but we want to reach them…ubiquity is the new exclusivity. but we can’t afford to be ubiquitous. So this leads to accountability. It is not a new thing it has been going on for a long time, used to …read more