Dove’s Bold Move: Turning ‘Moist’ into Marketing Gold

Dove, a brand known for championing self-confidence and beauty inclusivity, has ventured into comedy with its latest campaign, tackling one of the most loathed words in the English language—’moist.’ The personal care giant has introduced its newest Deep Moisture Body Wash with a witty 30-second ad that embraces the controversy around the word and turns it into an unforgettable marketing moment.

1. A Comedic Take on ‘Moist’

The ad, titled “Moist Humour”, was created by Maximum Effort, the production company behind several viral campaigns. It takes a satirical approach, featuring a focus group of four women who begin excitedly discussing the new body wash, only to grow increasingly uncomfortable as the campaign’s emphasis on the word ‘moist’ intensifies. The humor and relatability of the commercial make it a standout, and its debut during NBC’s SNL50: The Anniversary Special ensured it reached a massive audience.

Kathryn Fernandez, head of Dove Purpose and Engagement at Unilever North America, emphasized the innovation behind the campaign: “While the word ‘moist’ might be polarizing, we can all agree that we love moisture. With Dove Body Wash, moisturization and hydration don’t stop in the shower—it keeps working all day long.”

2. The Power of Viral & Humorous Marketing

Dove’s approach signals a strategic shift in beauty marketing. Traditionally, personal care ads emphasize empowerment, wellness, and self-care. This time, Dove has tapped into humor, leveraging a commonly disliked word to create a viral moment. By doing so, the brand remains culturally relevant, engaging audiences in a way that makes the campaign not just watchable but shareable.

Humor in advertising isn’t just about making people laugh—it’s a powerful tool for brand recall and engagement. Studies show that humorous ads tend to be more memorable and encourage consumers to associate positive emotions with the brand. Dove’s comedic pivot exemplifies how brands can break industry norms while staying true to their identity.

What This Means for Brands & Marketers

Dove’s latest campaign reinforces a key lesson for marketers:

Leverage Cultural Insights – Understanding audience sentiments (even quirky ones like the dislike for ‘moist’) can fuel creative marketing strategies.

Think Beyond Traditional Messaging – While empowerment remains central to Dove’s ethos, embracing humor helps broaden appeal and boost engagement.

Maximize Multi-Channel Impact – Airing during SNL50 ensured reach, while social media amplification extends its longevity.

For brands looking to replicate this kind of success, working with a content marketing expert like SevenVault can make all the difference. SevenVault specializes in crafting compelling narratives, executing data-driven content strategies, and optimizing campaigns for engagement—ensuring that your brand doesn’t just participate in trends but leads them.

The SevenVault Advantage

Dove’s bold campaign highlights how creativity, cultural awareness, and strategic execution can elevate brand messaging. Whether you’re launching a new product, revamping your content strategy, or diving into humor-driven marketing, SevenVault provides tailored solutions that resonate with audiences and drive brand growth.

Want to create a campaign that gets people talking? Partner with SevenVault to turn industry trends into marketing wins. Let’s craft your brand’s next big moment—minus the cringeworthy buzzwords!