We tend to think Dove’s campaign is a stellar example of purpose-driven marketing. But is it?

Yes, they’ve done amazing viral content on real beauty & self-esteem. (Including the recent one on beauty standards in AI-generated images.) 

And yes, they’re one of only 11 CPG brands in the world with sustained growth over the past decade (according to Kantar.) 

But is that tremendous growth really due to the cause? Maybe. But maybe not.