Dove and Kmart Show Healthcare How It's Done

The recently unleashed Dove ‘Real Beauty Sketches’ and Kmart ‘Ship My Pants’ spots are two diametrically opposed approaches to creativity, both of which are pharma-ready. Dove tapped into a powerful human insight, creatively dramatized it, and made not one product mention (fair balance for what?). In turn they made a palpable brand connection with all of us. Kmart took an absolutely functional fact about their product, ingeniously recognized the echo of a verbal idiom, and said it completely square: ‘I can ship my pants’ is a technically accurate claim, is not at all comparative, and suggests no outcome, other than a smile at its audaciousness.

Originally published as "Lessons From Consumer Packaged Goods" by PM360 Magazine, June 2013