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I wrote a story last week about Dove’s recently launched viral play following their hugely successful viral video – Evolution. For this campaign, they are allowing users to edit and create their own video and the winner gets the commercial aired during the Academy Awards. When I looked into this further, I read in the contest rules that this contest was only open to women. I did not understand why Dove would limit the pool of involvement to just women. It honestly did not make sense to me so I sent them an email asking for an explanation.

“To whom it may concern,

I would like to know why the Dove Cream Oil Body Wash Ad Contest is only open to women? Is it right that you are discriminating against 50% of the population? I am very in touch with my feminine side you know. I would like to understand your reasoning behind this. I would appreciate a response. Thank you.

Cord Silverstein”

I just threw in the feminine line for laughs… Well, even though their responder said I would get a response in 48 hours, it took 6 days, but I finally got a response.

“Dear Cord:
We received your inquiry regarding the Dove Cream Oil Body Wash Ad Contest.

While Dove appreciates all consumers, both male and female, this particular promotional campaign is open only to women. This is legal and is a promotionally targeted decision.

Males are more than welcome to create and submit their ads, that could in turn be featured in the contest gallery, but they would not be eligible to win any prizes.

Thank you for your interest in the contest, we hope this answers your question.

Your friends at Dove.”

“Promotionally Targeted Decision”, well that clears everything up for me, how about you?

I keep coming back to the same question that I have asked over and over again, why? I know, their product is geared towards women, I understand that. Though it just seems like excluding men who at times shop for women as well as buys Dove’s other products does nothing except hurts your product, your brand and your company in the long run. What do you think?

Technorati Tags: viral video, Evolution, Dove

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