If you assumed Bud Light's marketing was at the forefront of the woke movement, the Anheuser-Busch brand might have found stiff competition from the Gen Z enthusiasts steering Dove soap's advertising strategy.
Presently, in Times Square, Dove's crew dominates an entire stretch, showcasing billboards featuring women with unshaven underarms, championing empowerment, inclusiveness, body positivity, and other buzzwords often brainstormed on Madison Ave by teams eager to harness or initiate the newest fads.
“Free the pits,” is the message relayed by the promotional team.
Dove Empowered Me To Embrace My Dark Armpits With Their #FreeThePits Campaign https://t.co/zGM613r9m4 pic.twitter.com/pPscoV356D
— FoxyNc.Com (@Foxy107104) September 5, 2023
“The brand is urging its audience to resist the negative stereotypes associated with underarms,” a digital platform highlighted.
Indeed, show your support for Dove by raising those hands! Proudly display that underarm growth, but remember to include our hashtag, mention us on Instagram, give us a shoutout, and aid in boosting our brand presence.
For those startled by Dove's recent progressive stance, it's worth noting its parent company's reputation. Unilever, Dove's parent company, also owns Ben & Jerry's. This ice-cream brand made headlines on the 4th of July with a statement recognizing America's occupation of indigenous land and suggesting it be returned to Native Americans.
In 2021, Unilever made the choice to omit words like “whitening,” “lightening,” and “fair” from their advertising narratives, aiming for a more racially inclusive approach.
Over on Dove's Instagram, the brand has embraced numerous contemporary movements and issues. Their profile showcases a wide array of causes and themes, from women confidently displaying their natural underarms to messages about body positivity, and even mentions of a campaign called “Fat Liberation” which celebrates “Size Freedom.” Through this, Dove encourages women to voice their emancipation from societal weight standards by using a designated hashtag.
If you thought Bud Light went woke, you should see what the marketing team behind your Dove soap bottle is cooking up: https://t.co/rKz8n8v5aF
— OutKick (@Outkick) September 5, 2023
Dear readers, it's essential to understand that brands strategize to evoke certain emotions, making you believe that they genuinely resonate with your sentiments.
Is Dove's marketing genuinely concerned about individual well-being, or are they more fixated on their recent profit margins, which indirectly boost Unilever's stock value and year-end bonuses?
It's worth pondering if that shampoo genuinely recognizes “Fat Liberation Day,” or if one should question labels that use terms such as “whitening,” “lightening,” or “fair.”
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