It's hard to believe that it's been so long, but Dove's Campaign for Real Beauty has been on the go in various iterations since 2004. In the years that followed there's been 3 Olympic Games, 5 new Doctors, and the rise and fall of MySpace. That's pretty impressive for any product, let alone a single advertising concept.
Capturing widespread public support, and scooping a small mountain worth of thoroughly deserved advertising awards, Dove hasn't just shifted perceptions. They've shifted product
. Last year marked another year of brand growth, as sales grew by 6%. And since the campaign launched, the Self-Esteem Project has reached 29 million young people. The data from Dove's side is clear - awareness of the project leads to a higher purchase intent
Put simply, Dove are an amazing example of a brand that understands that doing right by others, leads others to do right by them.