Thursday, November 30, 2006

Brand Immersion: Dove Evolution

In discussions about Branded Utility I generally use the example of Dove Soap. When one uses a bar of Dove in the shower, the brand, in the form of the product, is of use to us. And the question that follows is, "how can this same brand be of service when it appears as a printed page or video?"

Watch this spot posted to YouTube for the answer. Here, Dove is of outstanding use as a brand. And, the results are proof of how positively audiences respond to advertising that is of service.

Video Posted: Oct 6
Cost of Distribution: $0
Engagement: +1.7 million views and counting
Buzz: Top 15 most linked to spots among bloggers
Featured on The View, Ellen, CNN, Entertainment Tonight, and Geraldo

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