A Book Excerpt From 'Darling, You Can't Do Both': The Dove Litmus Test

The campaign perhaps most associated with the new feminism, Dove's "Campaign for Real Beauty," slowly evolved into its current incarnation. The effort today shoots down stereotypical preconceptions about what makes a woman beautiful, but it began with a concept almost equally radical for beauty advertising during the time: it gave women a rational rather than emotional reason for buying the product. In their upcoming book, "Darling You Can't Do Both: And Other Noise to Ignore on Your Way Up," due out October, the creatives behind real beauty at Ogilvy & Mather, Janet Kestin and Nancy Vonk, trace the campaign's roots while making a compelling argument for why it's time to rethink the way women work.In the early 1990s, as a newly minted creative team, we managed to incur the disdain of the advertising establishment right out of the gate when we shattered some time-honored rules in creating a campaign called "Dove Litmus Test." It proved to be pioneering. Not only did we help sell a stupid amount of soap, but "Litmus" paved the way for Dove's Campaign for Real Beauty, which reached millions of people and sparked a global debate about our culture's warped definition of beauty. For us, it ignited a personal interest in looking much more closely at what women are up against at home and at work.The tipping point for Dove, and our careers, came when the brand's 35-year-old patent expired. Our new client at Lever, Peter Elwood, was worried that a competitor had a clone in the... Continue reading at 'Advertising Age'

[ Advertising Age | 2014-09-02 00:00:00 UTC ]
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[ The Christian Science Monitor | 2012-02-23 00:00:00 UTC ]
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Rare US comic books fetch $3.5m

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[ BBC News | 2012-02-23 00:00:00 UTC ]
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[ Los Angeles Times | 2012-02-22 00:00:00 UTC ]
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[ The Christian Science Monitor | 2012-02-22 00:00:00 UTC ]
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[ Crains New York | 2012-02-22 00:00:00 UTC ]
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[ The Bookseller | 2012-02-22 00:00:00 UTC ]
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[ The Bookseller | 2012-02-22 00:00:00 UTC ]
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[ The Christian Science Monitor | 2012-02-22 00:00:00 UTC ]
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[ The Christian Science Monitor | 2012-02-22 00:00:00 UTC ]
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[ BBC News | 2012-02-21 00:00:00 UTC ]
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[ The Bookseller | 2012-02-21 00:00:00 UTC ]
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[ The Bookseller | 2012-02-20 00:00:00 UTC ]
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[ Los Angeles Times | 2012-02-19 00:00:00 UTC ]
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[ The Bookseller | 2012-02-17 00:00:00 UTC ]
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[ Publishers Weekly | 2012-02-17 00:00:00 UTC ]
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[ Los Angeles Times | 2012-02-17 00:00:00 UTC ]
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