- Dove debuted its first TV ad with a humorous angle for the fiftieth anniversary special for “Saturday Night Live” over the weekend, in line with a press release.
- The spot promotes the launch of a reformulated moisturizing body wash by playing on aversion to the word “moist.” Things begin in a traditional manner, with a spotlight group of girls praising the brand new product, before they’ve a unanimously negative response to the reveal of a marketing campaign themed around moistness.
- Dove is extending the reach of the tongue-in-cheek effort on social channels to generate chatter within the aftermath of “SNL50: The Anniversary Special,” which saw high rankings. The Unilever personal care brand can also be coming off of a well-received Super Bowl campaign that was in its more usual wheelhouse.
Dove adopted a unique approach to make a splash across the hotly anticipated fiftieth anniversary special for “SNL,” which was watched by nearly 15 million viewers across Peacock and NBC. The marketer, best known for ads dismantling women’s beauty stereotypes, for the first time embraced satirical humor by leaning into a term that may be a helpful quality for private care products but tends to offer people “the ick” when spoken aloud.
The 30-second business, which was developed with Ryan Reynold’s Maximum Effort agency, subverts the same old Dove marketing tropes. At the beginning, 4 diverse women sit down for a spotlight group and initially seem ecstatic in regards to the latest Dove Deep Moisture Body Wash, billed because the Unilever brand’s most moisturizing yet due to a patented Renewing MicroMoisture technology. They’re then repelled by the accompanying ad campaign, which incorporates a bottle-shaped mascot named Mrs. Moist, imagery with copy reading “So Moist!” and a very unimaginative jingle.
Along with the TV buy, Dove is pushing “Moist Humor” on social channels equivalent to YouTube and Instagram. Time will tell whether Dove continues to experiment with comedy, however the brand has kept up its purpose-driven positioning elsewhere. A well-received ad at Super Bowl LIX earlier this month made with WPP agency Ogilvy illustrated how quickly young girls can lose their confidence once they enter their teens. Dove last 12 months saw the departure of longtime marketing executive Alessandro Manfredi, an architect of its “Real Beauty” platform around women’s empowerment that has been running for over 20 years.
Other firms have poked fun at queasiness across the word moist. In 2023, Kraft Heinz’s line of mayonnaise — coincidentally, a competitor to Unilever-owned Hellmann’s — petitioned Merriam-Webster to make “moist” its Word of the Year. The stunt included the delivery of a jumbo-sized mayonnaise jar with a “Real Moist” logo to the publishing firm’s headquarters, together with an Search engine optimization-hacking blitz to spice up the presence of moist online.
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