Dove Campaign

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In 2004, Dove launched a campaign that's purpose was to celebrate real women and their natural, un-airbrushed bodies. They wanted to encourage the public to purchase their products by celebrating curvy bodies and inspire them to feel comfortable and confident and embrace their true beauty.

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The campaign included TV ads, magazine ads, and billboards. One billboard asked veiwers to call the Dove number and note on whether they thought the woman on the billboard was fat or fab. To the amazement of competitor marketers, the viewers calling in overwhelmingly voted that the woman depicted in the billboard was fab rather than fat. 

In 2006, Dove started the Dove Self-Esteem Fund which stated that it hopes to change the Western standard of beauty from rail thin models to the every day girl and make her feel positive about her appearance.

The campaign was incredibly successful. These women in the adds reflected what 95 percent of the female population actually looks like and they became known as Dove Beauties. 

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