Dove: I see something you don't see
Dove startet Ende Januar die neue Kampagne «Ich sehe was, was du nicht siehst – und das ist schön». Ziel ist es, Frauen zu unterstützen, selbstbewusster mit dem eigenen Äusseren umzugehen und ein gesundes Schönheitsbewusstsein zu entwickeln.
The background: only four percent of all women worldwide would describe themselves as beautiful - according to the results of an international study conducted by the skincare brand. The campaign includes a commercial from week 4 in cinemas and on TV as well as a Facebook app on the Dove fan page, which for the first time makes it possible to like friends and yourself. The campaign will be supported at the POS from April with a cross-category promotion.
The new Dove commercial addresses the dilemma of women who see beauty only in others - and less in themselves. It is aimed at a woman's harshest critic of beauty - herself. When asked on the street what they find beautiful about their girlfriend, the women immediately list various things with enthusiasm. When asked about their own beauty: silence. The commercial, in which Swiss women also have their say, was filmed in October 2011 and shows how topical the issue of a lack of beauty awareness is for most women. The commercial can be seen from week 4 in selected cinemas and on all high-reach channels from week 6 to week 13.
