Authentic Marketing

I remember giving the Dove campaign to MBA students when it broke. It was a great example then of authentic marketing.

One of the teaching points I made then was that Dove would NEVER be able to go back to the traditional 'glamour' positioning of beauty products.

They haven't ... yet. And cudos to them. This is viral-worthy...

UPDATE:

Fastcompany has done a piece on this ad explaining why it works so well.