I am convinced that major companies purposely troll and offend existing and potential clients so as to draw maximum mainstream attention. The alternative explanation is that they really are stupid enough to think certain ideas won’t piss people off.
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This week, it’s Dove’s turn to get in on some controversy. They’ve announced a new range of body-shaped bottles, released as part of their “Real Beauty” campaign.
The body washes are designed to reflect the “one of a kind” body shapes of their customers:
From curvaceous to slender, tall to petite, and whatever your skin colour, shoe size or hair type, beauty comes in a million different shapes and sizes. Our six exclusive bottle designs represent this diversity: just like women, we wanted to show that our iconic bottle can come in all shapes and sizes, too.
Well, you can imagine how well that’s been received:
— Vicky Uhland (@VickyUhland) May 8, 2017
thanks Dove but I already have a body wash that matches my natural curves 🙂 pic.twitter.com/IIkKAn0LjQ
— Tim Federle (@TimFederle) May 8, 2017
"I know, let's make bottles shaped like women's bodies!" -Dove marketing exec who has never actually seen a human body
— 🏳️🌈Jenny Trout (@Jenny_Trout) May 8, 2017
— Alex Wright (@alwrightthen) May 8, 2017
This is so awful. So you can contemplate how far outside the ideal your body is even in the shower. https://t.co/UAPlwkFz0t
— Heidi N Moore (@moorehn) May 8, 2017
Can someone come over and help me measure my butt so I know which dove body wash to buy
— spider baby (@bananafitz) May 8, 2017
Ok but Dove's diversity bottles are all still white pic.twitter.com/CrEX4tNnsH
— Abbie Evans (@AbbieEvansXO) May 8, 2017
mom, dad, meet mine girlfriend, this dove shampoo bottle
— brandon (@sexualjumanji) May 8, 2017
the dove bottle with my body type hurts my feelings
— quinn alexis (@princessemoji) May 9, 2017
As I said, there’s absolutely no chance that Dove didn’t see this backlash coming. There’s no way this idea makes it up the chain of approval without someone recognising that it’s going to offend more people than it’s going to please. I mean body shape bottles designed exclusively for fat people? Come on, you’ve got to be trolling with that one.
Of course, even when a company runs a totally innocuous advert, some idiots will still find a way to be offended.