January 30, 2017
Thought Leadership, Trump and Dove
So, well done #Dove. Their most recent campaign (mocking Team #Trump and the notion of “alternative facts”) builds on their reputation for courage and societal challenge. In the campaign, a print ad makes a number of palpably false challenges about Dove products, supported by the hashtag #AlternativeFacts. My personal favourite is “New Dove antiperspirant was first used by Cleopatra.”
If only this was just a joke.
In this campaign, Dove have gone further than in the past, by embracing political debate directly. Trump tells lies. So Dove will play that game too, calling him out in the process. A great example of thought leadership in advertising. It is possible. If a brand is brave enough.