New Baby Dove Campaign states “There are no perfect mums, just real ones”


Baby Dove, the new range of baby care products from Dove, is on TV now as part of a substantial £8m marketing investment which also includes in-store, PR and digital activity. The brand launch is the biggest Personal Care innovation from Unilever this year. 

The advert, created by Ogilvy, features a voiceover set to a tailored version of the Kipling poem ‘If’, and shows the reality of mums going about their day with their babies – the ups and the downs. It ends with the line “There are no perfect mums, just real ones”. This taps into the brand belief that parents know best when it comes to them and their babies, and that everyone’s journey through parenthood is different. By showing this, Baby Dove aims to be seen as an understanding and supportive partner for parents everywhere.

Edited idents of the Baby Dove advert will also feature will as part of a wider Dove brand sponsorship of ITV’s Lorraine show.

In addition to the TV advert, a thought provoking PR campaign is launching this week. This will focus on the insight that nearly 9 out 10 first-time mums feel the pressure to be perfect and how this can affect their confidence and self-belief when it comes to parenting skills. The same research also revealed that most parents (88%) believe having a happy and healthy baby is the real meaning of being a perfect mum.  The activity will include an installation at Waterloo station featuring an Artificial Intelligence image which has been created using pictures of seemingly perfect mums in the media, engagement with micro influencers and national & consumer media outreach. The ad at Waterloo is designed to provoke a debate around the ‘unrealistic’ expectations surrounding motherhood, and upon people seeing it some people were not happy about the brand’s choice of image, which was revealed to be a data-generated amalgamation of thousands of images of the ‘perfect mum’.

Marcus Buck, brand manager for Baby Dove at Unilever UK, says: “Baby Dove believes there is no ‘right’ or ‘wrong’ way to be a parent, just your way.  Our marketing campaign aims to bring this powerful belief to life for parents across the country by dispelling the myth that parents ought to be ‘perfect’.  We want to help ease the pressures and anxieties new mums may feel because the most important thing is a happy mum and a happy & healthy baby.”

The UK ad is part of a worldwide campaign which includes the US ad stating “There Are No Perfect Moms, Only Real Ones”.

The new line, available now, comes alongside the well-loved brand’s #RealMoms campaign. The campaign encourages parents to do what is right for themselves and their babies. Bucking the “perfect mom” stereotype, it highlights the ideology that there is no one way to be a great parent.


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