Digital Marketing Knowledge Stream

  Dove is known for its creative marketing techniques and its "real beauty campaign" is very successful campaign of all time. As a part of their long running real beauty campaign, they experimented with their packaging style in 2017. Dove started selling body wash packed in 6 different types of bottles from curvy to tall and short to slim in the UK. The idea behind this packaging was that women will buy the shape of the bottle that they identify their body type to be. But customers didn't like it and Dove had to face global criticism all over social media and internet. Every women has a different body shape and it is not possible to represent all body shapes in 6 types. So what will other women feel about their body shape? Women claimed that they don't want to see their body shape in packaging. Comparing bodies via plastic bottles is a ridiculous idea. Due to worldwide negative response, Dove had to close this but they have manufactured 6800 such bottles till that tim...