Powerful Promotion

I always respect a creative and captivating ad campaign, and this week, Dove has earned my admiration. With the production of a short 3 minute mini-video, Dove successfully portrays it's strong brand image and brand voice. 

Watch below:
 

By producing this video, this ad campaign has been effective on many levels. 

• It is engaging: Viewers are likely to share the video via social media, as well as spread the word about the video via WOM.
• It is consistent with Dove's core values: It empowers women with this message of natural beauty 
• It is memorable: The artistic elements of the video are compelling and appealing

It can be argued that this video is also ineffective on several levels.

• It does not drive sales: After watching this video, consumers are not likely to run to the store to purchase a Dove product.
• It may not change purchase behaviors: Though the message is powerful, it may not shift the purchasing habits of a loyal Neutrogena customer.

Though Dove has received much scrutiny in relation to the ROI this campaign has generated, I believe that the levels of engagement attributed to this video far outweigh the immediate fiscal return. It's probable that Dove's objective was not to drive sales but instead, to increase future purchase intentions. 

Nothing Says "A Clean Mouth" Like....

BACON?

Well, at least that's what Scope seems to think. After Scope introduced it's new brand persona and packaging last November, I knew something was amiss. Why a brand that appeared hygienic and trustworthy would transform itself to look like a whimsical genie bottle is beyond me.


OLD                                               NEW

     


But, THIS. THIS, I just don't get. 




If Scope's launch of this product was intended to start buzz, then it has succeeded. But if their purpose was to start buzz and grow sales, then it has most definitely failed. I don't know about you, but I don't usually brush my teeth in the morning then chew a bunch of bacon to freshen my breath. Likewise, I don't think I'll be buying $6 bacon flavored mouthwash. 

Announcing the product so close to April 1st has drawn some skeptics. "Is this some sort of April Fools joke?" America, let's hope so.