I am a huge fan of Dove, and their Campaign for Real Beauty. The campaign began in 2004 as a catalyst for widening the definition and discussion of beauty. Their mission was to make more women feel beautiful every day by widening stereotypical views of beauty. According to a poll taken by Dove, only 2% of American women describe themselves as beautiful, whereas 81% believe that the media and advertising set an unrealistic standard of beauty that most women can never achieve.
The campaign has used many new marketing methods. They produced a short film in response to their poll. The film is call “Evolution”, and features a time lapse of what a model goes though before her face ends up on a billboard. There is a team of make-up and hair people attacking the model, and then she is worked over in Photoshop. The film is really eye opening, and I encourage you all to watch it. If you have a woman (sister, mother, girlfriend, wife, daughter, etc) in your life, I also encourage that you show the film to her.
Dove also used mobile marketing as part of the campaign. They erected interactive electronic billboards in New York City and Los Angeles. These billboards featured images of women who were not stereotypically beautiful. One featured an elderly lady with the question wrinkled or wonderful. Another featured a fair skinned red haired young lady with many many freckles, and asked ugly spots or beauty spots. The billboards featured numbers for passersby to text their vote to. The billboards then updated live with the percentage of responses for each answer. This was the first campaign of its kind, and the first interactive electronic billboard to be featured in Times Square. Dove not only used new media, but created new media.
Dove also has a self-esteem workshop for young girls and their mentors. If you have a young daughter I encourage you to find or implement a program in your area. Young girls get such crazy messages about their appearance now, that they could really use some positive reinforcement concerning their image.
Many companies release short films to aid in their marketing efforts. A short film should have all of the elements of a normal film. A hero, who wants something, and takes action, but meets conflict, which leads to a climax, and finally a resolution.
I believe that one company excels at making short films- Coca Cola. They have been making short films for a good while now; they also sponsor a short film contest for young film makers.
The short film I have chosen for this blog is called Happiness Factory. The film was released in 2009 to go along with their current slogan- Open Happiness. The film was shown in movie theaters before the feature presentation, online, and in a shortened version as a regular television commercial.
I don’t want to give too much of the film away in written form, because it truly is a great short film, and I want everyone to watch it. I will however tell you a little bit about it. The film takes place inside a Coca Cola vending machine, where fantastical creatures are in charge of getting the Coke (or happiness) to the consumer.
Coke also released a website- Coca Cola Happiness Factory. This is an advergaming site. You play as the hero from the short film. The site’s load time in insanely long, but if you can set through it, I recommend checking it out.
Coca Cola has put together a great IMC campaign, combining traditional and new media. Everything is tied together nicely, from the slogan to the film, the commercials to the online content.
As a fun extra, since Coca Cola changes their slogan more often that I change my mind, I thought I would run down their slogans throughout the years for you guys! Some have some mildly funny comments from me… or at least what I think are mildly funny comments.
• 1886 – Drink Coca-Cola. (Boy, they weren’t very creative in 1886, were they?)
• 1887 – Delicious! Refreshing! Invigorating! Exhilarating!
• 1891 – The Ideal Brain Tonic/The Delightful Summer-Winter beverage.
• 1904 – Delicious and refreshing. (The year after the cocaine was removed)
• 1905 – Coca-Cola revives and sustains.
• 1906 – The great national temperance beverage.
• 1908 – Good til the last drop (Did Maxwell House rip this off?)
• 1917 – Three million a day.
• 1922 – Thirst knows no season.
• 1923 – Enjoy life.
• 1924 – Refresh yourself.
• 1925 – Six million a day.
• 1926 – It had to be good to get where it is.
• 1927 – Pure as Sunlight
• 1927 – Around the corner from anywhere.
• 1928 – Coca-Cola … pure drink of natural flavors.
• 1929 – The pause that refreshes.
• 1932 – Ice-cold sunshine.
• 1937 – America’s favorite moment.
• 1938 – The best friend thirst ever had.
• 1938 – Thirst asks nothing more.
• 1939 – Coca-Cola goes along.
• 1939 – Coca-Cola has the taste thirst goes for.
• 1939 – Whoever you are, whatever you do, wherever you may be, when you think of refreshment, think of ice cold Coca-Cola. (Whoa, that’s a long one!)
• 1941 – Coca-Cola is Coke!
• 1942 – The only thing like Coca-Cola is Coca-Cola itself.
• 1944 – How about a Coke?
• 1945 – Coke means Coca-Cola.
• 1945 – Passport to refreshment.
• 1947 – Coke knows no season.
• 1948 – Where there’s Coke there’s hospitality.
• 1949 – Coca-Cola … along the highway to anywhere.
• 1952 – What you want is a Coke.
• 1954 – For people on the go.
• 1956 – Coca-Cola … makes good things taste better.
• 1957 – The sign of good taste.
• 1958 – The Cold, Crisp Taste of Coke
• 1959 – Be really refreshed.
• 1963 – Things go better with Coke.
• 1966 – Coke … after Coke … after Coke.
• 1969 – It’s the real thing.
• 1971 – I’d like to buy the world a Coke. (Teaching the world to sing is cheaper.)
• 1974 – Look for the real things.
• 1976 – Coke adds life.
• 1979 – Have a Coke and a smile.
• 1982 – Coke is it!
• 1985 – America’s Real Choice
• 1986 – Red White & You (for Coca-Cola Classic)
• 1986 – Catch the Wave (for New Coke)
• 1989 – Can’t Beat the Feeling.
• 1993 – Always Coca-Cola.
• 2000 – Enjoy.
• 2001 – Life tastes good.
• 2003 – Real.
• 2005 – Make It Real.
• 2006 – The Coke Side of Life
• 2007 – Live on the Coke Side of Life
• 2009 – Open Happiness