Brands Brief: Dove Still Well-Liked Despite ‘Real Beauty Bottles’ Backlash

Top Stories

  • Despite its turn as an internet joke with the rollout of its “Real Beauty” body-shaped bottles, Dove’s fan following is solid and consumers are unlikely to stray because of the recent gaffe. (Morning Consult)
  • Facebook Inc. was fined $122 million by the European Union in connection with its purchase of WhatsApp in 2014. It’s the latest move in some European countries’ efforts to better police social media companies. (The New York Times)
  • Ride-booking company Lyft Inc. is refocusing its marketing efforts on the brand itself and less on its competition, like Uber Technologies Inc. (The Wall Street Journal)

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Events Calendar (All Times Local)

Digiday Video Anywhere Summit in New Orleans 7 a.m.
Predictive Analytics World for Business in San Francisco 8 a.m.
Spark Marketing Conference in Washington 8:15 a.m.
eMetrics Summit in San Francisco 9 a.m.
Internet of Things Marketing Forum in New York 9 a.m.
Digiday Video Anywhere Summit in New Orleans 9 a.m.


Advertising and Marketing

Many Still Love Dove Brand Despite Mixed Reaction to Body-Shaped Bottles
Laura Nichols, Morning Consult

Dove spent some time last week as the laughingstock of the internet, but the brand’s recent ad campaign won’t tarnish its shine as a beloved brand. When the Unilever brand unveiled the latest iteration of its “Real Beauty” campaign, which featured bottles intended to reflect the different shapes of women’s bodies, there was an immediate backlash from Twitter users, as many pointed out what might sound good in an office won’t translate to the greater population, and others made jokes.

Wells Fargo’s Post-Scandal Marketing Playbook
Emily Glazer, The Wall Street Journal

When Wells Fargo & Co. Chief Marketing Officer Jamie Moldafsky launched a recent new ad campaign for the bank following its sales-practices scandal, it was a mix of art and science. Wells Fargo was already investing in how to better understand its customers and potential customers, but it stepped up the work in September, after the San Francisco bank paid a $185 million settlement for opening up as many as 2.1 million accounts using fictitious or unauthorized customer information.

How Coca-Cola targeted ads based on people’s Facebook, Instagram photos
Tanya Dua, Digiday

When Coca-Cola wanted to push iced-tea drinkers to consider its Gold Peak brand this summer, it didn’t target people like most brands do by using their search history. Instead, it combed through consumers’ photos on Facebook, Instagram and Twitter and served them ads based on images they shared on those platforms.

Honda Launches New Race-Inspired Ad Campaign
Jason Siu, News

With the Civic Type R arriving in dealerships in late spring, Honda has launched a new brand campaign titled “Racing at Heart,” to link its high-performance motorsports program to production vehicles focused on performance. The new ad will be shown on television and highlights Honda racing programs including the Verizon IndyCar Series, Red Bull Global Rallycross and desert truck racing.

Shazam forgetting song titles generated 2M views of Alzheimer’s ad, says agency
Ben Lovejoy, 9to5Mac

A clever ad campaign for Alzheimer’s Research UK – a charity working to prevent, treat and cure dementia – generated more than two million ad impressions, says the agency behind it. The campaign saw the Shazam app apparently having difficulty remembering the names of songs.

Farmers introduce new marketing campaign, ‘Undeniably Dairy’
Rick Barrett, Milwaukee Journal Sentinel

On the hooves of “Got Milk?” and “The Udder Truth,” the dairy industry has launched another national marketing campaign aimed at boosting sales of milk, cheese, butter, yogurt and other products from cows. The new campaign, named “Undeniably Dairy,” comes from Dairy Management Inc., a farmer-funded organization that promotes dairy products.

Cumberland Farms brews a new ad campaign
Globe Staff, The Boston Globe

Move over, David Hasselhoff. Cumberland Farms has a new celebrity pitching its coffee.

Red Baron Kicks Off Rebranding, Intros ‘Baroness’
Karlene Lukovitz, MediaPost

As the centerpiece of a rebranding push targeting working moms, Red Baron pizza is introducing a female counterpart to its namesake male brand character, called “the Baroness.” The brand says that the Red Baron is “stepping aside” after 40 years to make way for the new audience targeting strategy and a new “voice” to support it.

Axe Encourages Guys To Question Masculine Qualities
Aaron Baar, MediaPost

Unilver’s Axe brand is encouraging young men and women to rethink masculinity, suggesting there are many possible answers. The brand this week launched the “Find Your Magic Initiative” which builds on a previous effort that questioned traditional images of masculinity and encouraged men to find their individuality.

Nestea Takes ‘Less is More’ Revamp On Tour
Brad Avery,

The NESTEA revamp has hit the road. After announcing earlier this year that the tea brand would be relaunched with new packaging and a cleaner formula, Nestle Waters North America is now taking the new NESTEA to several U.S. cities with a touring “Tiny House,” starting Wednesday in New York City’s Herald Square.

Media and Entertainment

Warner and CBS Lead Studios in New and Returning Shows
Joe Flint, The Wall Street Journal

Time Warner Inc.’s Warner Bros. Television and CBS Corp.’s CBS Television Studios tied for first place with 33 new and returning shows on the broadcast networks for the 2017-18 season. The CBS-produced shows are all for its own network or The CW network, which it co-owns with Warner Bros.

ABC Looks to Lure Advertisers With ‘Roseanne’ and ‘American Idol’ as Bait
Joe Flint, The Wall Street Journal

Walt Disney Co.’s ABC is launching more than 10 new sitcoms and dramas, a new version of the musical talent show “American Idol,” and spinoffs of “The Bachelor” and “Dancing With the Stars” for the 2017-18 television season. The network is also taking a trip down memory lane as it unveils its lineup to advertisers, with an eight-episode reboot of “Roseanne,” featuring the original cast of the hit comedy that was canceled in 1997.

Social Media and Technology

An Advertising Shift At Lyft: Not So Much About Uber
Alexandra Bruell, The Wall Street Journal

Lyft Inc. wasn’t first to the ride-hailing phenomenon, but the company is creeping up on larger rival Uber Technologies Inc., which has been reeling from a recent series of missteps and negative headlines. Since debuting as a challenger in 2012, San Francisco-based Lyft has expanded into more than 300 cities in the U.S., taking on its competition on the road and in its marketing.

Facebook Refunds Some Advertisers After Finding New Measurement Bug
Lara O’Reilly, The Wall Street Journal

Facebook Inc. said it is issuing refunds to some advertisers after discovering a bug in its system that led it to overstate clicks on marketers’ websites, a disclosure that comes as Madison Avenue is demanding better and more transparent measurement from the social network. In a blog post published Tuesday, the social network said the discrepancy was minor.

Pinterest’s visual search technology is coming to its ads
Matthew Lynley, TechCrunch

Pinterest offers advertisers a unique opportunity for its audience of 175 million users: the ability to catch them at all points of their purchasing lifetime. Brands can advertise against moments of discovery and people searching for and saving products, eventually pushing them down to the point of actually buying a product.

PR and Communications

E.U. Fines Facebook $122 Million Over Disclosures in WhatsApp Deal
Mark Scott, The New York Times

Europe’s love affair with Facebook may be coming to an end. On Thursday, the European Union’s powerful antitrust chief fined the social network 110 million euros, or about $122 million, for giving misleading statements during the company’s $19 billion acquisition of the internet messaging service WhatsApp in 2014.

Why Wal-Mart Is Worried About a Discount German Grocer
Sarah Nassauer and Heather Haddon, The Wall Street Journal

Here at the headquarters of the world’s largest retailer, Wal-Mart Stores Inc. executives are bracing for the arrival in the U.S. of a European grocer with a track record of disruption. Lidl, a German discount chain whose entrance in the U.K. in 1994 helped upend that country’s grocery sector, says it will open 20 stores in Virginia, North Carolina and South Carolina by summer, with some arriving in the next few weeks.

Corporate Social Responsibility

What Marketers Can Do to Improve YouTube’s Major Diversity Problem Among Its Influencers
Austin Null, Adweek

I was recently talking to a major brand about providing them with an influencer for a campaign it was developing. My company, Divergent Media, is, among many things, an influencer marketing agency that works exclusively with influencers of color to provide brands with targeted, diverse creators for their campaigns.

Opinions, Editorials, Perspectives and Research

Why Doesn’t Apple’s State-of-the-Art New Campus Include a Day Care?
Heather Schwedel, Slate

From the looks of the spaceship-like monolith that now stands in Cupertino, California, Apple spared no expense in creating its new headquarters. The project required a team of 250 architects, eight years, and $5 billion to build.