It was a hot July morning, and I was driving my usual route to work in Budapest when something on the roadside made my heart stop. A billboard featuring a lineup of women of all ages and sizes in white underwear—imagery unmistakably tied to Dove’s Real Beauty campaign—stood tall above the traffic. But it wasn’t our brand on the billboard.
My first reaction?
Shock. Then anger. How could a radio station run a campaign about beauty using our concept?
If you’re a woman of a certain age from the Western world, you’ve likely seen Dove’s Real Beauty campaign. It was more than advertising—it was a bold statement against unrealistic beauty standards, a challenge to the status quo. At the time, I had just stepped into the role of Dove brand manager in Hungary, still learning the ropes and navigating the complexities of working on one of Unilever’s crown jewels.
Internally, there had been much debate about whether Eastern European consumers were ready for such a provocative stance. Some felt the region wasn’t ready. Others believed it was more relevant here than in the West. But while we were still deliberating, someone else had already taken the leap.
Frantic calls followed—to the global brand team, legal advisors, and anyone who could help us make sense of the situation. It felt like someone had stolen our voice. And yet… I couldn’t help but feel a spark of excitement. As a woman in her mid-20s with two kids, I knew firsthand the pressure to look perfect all the time. I admired the courage of the women on that billboard—posing in underwear for all to see, standing tall above the traffic.
So, together with my marketing director, we went to meet the people behind the campaign. We wanted to signal that this wasn’t okay—but also to understand their intent.
What we found was unexpected and inspiring. The lead journalist behind the campaign was a true believer in the cause Dove championed. She wasn’t trying to steal an idea—she was amplifying a message she deeply resonated with. Instead of fighting over intellectual rights, we chose collaboration. She became one of Dove’s most authentic brand ambassadors, representing the brand for years to come.
And just like that, the decision was made: we would launch Dove’s Real Beauty campaign in Hungary. In six weeks.
What followed was a whirlwind. We had to cast real women from diverse backgrounds, produce a full campaign—from TV to print to in-store visuals—and revamp our entire trade plan. All in August, when most people were on holiday.
It was exhausting. But it was also exhilarating. I’ve never worked on a campaign I didn’t believe in, but this one was special. It touched something deep within me. And it resonated with our audience. Hungarians, known for their rebellious spirit, embraced the message wholeheartedly. The campaign was a roaring success—so much so that we rolled it out across Eastern Europe. In fact, Dove’s brand equity in the region surpassed that of the West.
What I Learned
This experience taught me some of the most important lessons of my career:
- Emotions inspire action. When judging creative work, your gut matters. If it moves you, it will likely move others.
- In every crisis, there’s an opportunity. What started as a potential legal battle became the catalyst for one of our most iconic campaigns.
- Seek understanding before reaction. Taking the time to understand the journalist’s intent led to a powerful partnership.
- Authenticity is magnetic. Deep beliefs are hard to manufacture. It’s easier—and far more effective—to find brand ambassadors who already live your values.
- Speed and clarity matter. In moments of uncertainty, decisive action can turn chaos into momentum.
