So Dove, a venerable brand of bar soap (owned by Lever Brothers, AKA Unilever, which has an enormous stable of household brands) looks to have trod heavily on its metaphorical private parts in falling for the supposed magic of an internet celebrity “influencer”, a woman who bears a notable resemblance to the Venus of Willendorf and is a malicious racist besides. I swear, I wonder if someone has spiked the coffee urns or the water coolers at whoever is the most currently popular advertising agency with hallucinogenic compounds, or if the advert creators and the approving corporate C-suite executives have all just drunk too deeply of the magical diversity madness. There is a place for edgy – and it’s not with mainstream commodities with a long history of appealing to a wide segment of consumers. On recent examination, I deduce that they are not teaching this in marketing classes lately.
It is nice and perhaps forward-thinking of advertisers and producers of consumer goods to ditch impossibly perfect, beautiful models in favor of featuring normal but attractive women or men in advertising, but I just can’t help thinking that it is a huge mistake to feature the grotesque, the homely and the screamingly unattractive models to sell soap, underwear, or whatever – male, female, or wanna-be-something-else. There is ordinary and normal – and then there is ‘auditioning for a place in a traveling circus freak show’. How on earth can this be construed as a good idea when it comes to moving product? The usual excuse for an awful, offensive commercial has always been “Well, it makes it memorable, so no matter! Good or bad, you’ll remember and buy the product!”
I have never entirely been convinced of this line of reasoning; there were plenty of consumer items that I wouldn’t touch with a ten-foot pole because an ad by the manufacturer left me cold, and I don’t believe I am unique in this. It’s become clear in the last few months that loyal customers can only be pushed so far by popular national brands embracing their inner freak, ever since the recent debacle over Bud Light and wanna-be-girl Dylan Mulvaney. An inexpensive and best-selling beer formerly beloved by undiscriminating male drinkers everywhere basically became untouchable over a long hot summer. Will Dove soap likewise crash and burn, through being partnered with a so-called influencer so repulsive, and an advertising concept so ick-making as ‘Free the Pits’? Discuss as you feel moved.
(As for soap, my daughter and I make our own homemade olive-oil Castile, from scratch, for our own use.)