IS THIS JUST IN­DUS­TRY NAVEL-GAZ­ING?

Campaign UK - - NEWS -

While Dove’s breast­feed­ing ad has faced a bar­rage of crit­i­cism from the mar­ket­ing world, re­search car­ried out for Cam­paign by Tol­una sug­gests that the pub­lic isn’t quite on the same page. The re­search plat­form polled 1,000 UK adults and found:

• Only 37% had heard of the con­tro­versy

sur­round­ing the ad;

• Just 12% thought the ad was of­fen­sive;

• 87% were no less likely to buy Dove af­ter see­ing the ad;

• 74% thought the brand had a right to talk about how moth­ers feed their ba­bies.

But there was one re­sult the likes of Dove, Heineken and Pepsi should take note of: 49% of re­spon­dents said they were bored

by brands ask­ing them to “join the de­bate”.

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