Dove Needs to Clean Up Its Act if it Hopes to Survive the Identity War
The idiom, “You can’t please everyone all the time” no longer holds water. Today, when it comes to product marketing, if you don’t please everyone all the time, you’re going to upset enough people so much that their digital pitchforks and torches can destroy your brand in an afternoon.
What’s the solution? The death of targeted marketing, maybe. If I were the director of copy, I’d suggest the following: “You know that bath time is precious.” Don’t specifically identify anyone other than the buyer, whomever and whatever that may be. It’s just as accurate.
Mattel has released a new Barbie doll with type 1 diabetes and comes with her own glucose monitor. The next doll to be released is Meningioma Barbie. She comes with insurance, but her insurance doesn’t cover her treatment. Being released simultaneously is a Luigi Mangione doll.