Dove Keeps Reminding Target to 'Speak Beautiful'

Target is once again teaming with Unilever’s Dove to host an account-specific overlay to the brand’s national #SpeakBeautiful campaign.The mass merchant is exclusively dangling a free bracelet with purchase of three qualifying Dove items. The freebie and eligible items are merchandised on a shelf tray as part of a women’s personal care endcap (also stocking Procter & Gamble’s Gillette) outfitted with a framed shelf sign inviting shoppers to “join Dove to make social media a more positive place.”On target.com, a dedicated page touts the incentive and hosts the brand’s campaign video. The page also offers e-commerce links for various Dove products including the bracelet, which can be purchased outright for $5. Posts from the Mirum Shopper (formerly Lunchbox) blogger network support.Dove first launched the campaign in partnership with social media platform Twitter in February of 2015, intending to tackle negative social chatter by raising awareness of how our online words impact confidence and encouraging more positivity when speaking about body image. That fall, Target offered a different exclusive freebie with purchase of two Dove SKUs: reminder decals.This spring, a new phase of the campaign introduced a tool that breaks down which body-related words people use the most and when negative chatter peaks during the day. When participants repost a Twitter update from Dove’s account with the campaign hashtag, they receive a link to a microsite that displays personalized Twitter data as a chart and shows how someone’s negative posts stack up to other women.The campaign also earns a presence at Walmart with a custom pallet display in Action Alley.