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Contradictions in marketing campaigns

A nice marketing campaign where I’d like to write something about is ‘the Dove campaign for real beauty’, a Unilever campaign which is really innovative. Instead of using perfect looking models, Dove choose for a different approach. The campaign showed how fake all the ads are and how dangerous it is to influence young girls with images that are not realistic. The message is clear: ‘’All the cosmetic ads are dangerous and it should be different’’. Check this short ‘film’ to see what I mean. http://www.youtube.com/watch?v=Ei6JvK0W60I

I think the approach of Unilever in the campaign is good, but I doubt their intentions.

Because if you look at this Axe campaign, also a Unilever brand, you see the exact opposite image concerning ‘real beauty’. Check this movie to see what I mean.. http://www.youtube.com/watch?v=I9tWZB7OUSU

And then you’ll know…

It’s all about making more money and the ‘good intentions’ are just a way to distinguish a brand.

Money..money..money...