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Before we discuss Social Responsibility we should learn about the guy who made this a science and has helped sell product using the technique. Let’s start with learning who is David Ogilvy?

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OK, if you believe in the theories of advertising legend David Oglivy he says “The Consumer is not a moron, she’s your wife” — this obviously means tricking and lying is not the way to go. He also thinks brands should be part of a “Big Idea” and social responsibility should live “inside of that brand” and not be a separate department. He convinced Unilever (parent company of Dove) to have an ad during the 2006 Super Bowl that would not show or talk soap and related products (had to cost North of $2 million dollars?). Also, Oglivy felt that women didn’t need to be entertained (many Super Bowl ads are really short comedy entertainment and I question their selling value). Humor was not needed, women needed info and a reason to purchase Dove in a crowded soap aisle at Wal Mart or Target. This he felt, would help women connect with Dove. Please cut-and-paste the next link (below) and watch the Dove ad from 2006. Next click on the link and and spend some time on the Self Esteem website and get a feel for what Dove was trying to accomplish. 

Do you agree with this message, source of message and credibility of what Dove is selling us in terms of brand reputation? Please share your thoughts and opinions and what this type of campaign means to all brands worldwide.

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https://www.dove.com/us/en/dove-self-esteem-project.html