Dove’s Satirical Ad Riffs on a Universally Hated Word: Moist [Video]
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Entrepreneurship

Dove’s Satirical Ad Riffs on a Universally Hated Word: Moist [Video]

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If the word “moist” makes your skin crawl, you’re not alone—that’s a common reaction based not only on how it sounds but also on its association with bodily functions.

So using it once is bad enough, but saying it over and over is totally cringe. Any brand knows that, right?

Dove, in fact, is completely clued in to the visceral response that people—especially women—have to the “moist” descriptor. That’s why the storied brand built an entire marketing campaign around it, assembling a focus group and torturing the members with repeated “moist” references. Plus, an over-the-top jingle.

The whole scenario was scripted, of course, poking fun at one of the most reviled words in the English …

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Petition to remove Alabama city’s ‘F!’ logo over similarities to failing grade [Video]
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Petition to remove Alabama city's 'F!' logo over similarities to failing grade [Video]

FLORENCE, Ala. (AP) — Some residents think a northern Alabama city's new logo might be sending the wrong message. Florence's new logo uses the first three letters of its name — a capital F followed by an L and an O arranged as an exclamation point — to form F! When the city unveiled the new logo this week, it drew immediate backlash and an online petition demanding changes that had nearly 7,500 signatures. The city paid $25,000 to a Birmingham marketing firm for the branding, WAAY-TV reported.

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