Social media is evolving. Are you adapting? Connect with a community of brand pros and content creators at Social Media Week, May 12–14 in NYC, to learn how to keep pace with new trends and technology. Register now to save 20% on your pass.
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 …