Dove has been the reigning champion of personal care for over four decades, not just because of their iconic products, but because of their unwavering commitment to empowerment, self-esteem, and realness. The brand has built an empire on authentic, purpose-driven messages that spark conversation. It’s the kind of marketing that can make you cry—on purpose. But in 2025, Dove decided to switch gears. It got funny. And we’re not talking about a little chuckle here and there—Dove went full-on satirical, diving into something so awkwardly relatable, that it was impossible to ignore.
Humor and Dove? It didn’t seem like the obvious match. But the results? They’re proving that humorous brand marketing might just be the next gold mine.
Stepping Outside the Comfort Zone
Dove’s marketing legacy has been built on emotionally-charged ads—the kind that tap into deep human truths, fuel discussions, and sometimes leave you misty-eyed. But when Dove took the stage at Saturday Night Live’s 50th anniversary special, it knew it needed something different. No more pulling at heartstrings; this time, they were aiming for belly laughs.
Enter the campaign that had everyone talking: Dove focused its ad around a single, cringe-worthy word that makes everyone shudder—moist.
Yes, you read that right. The brand that’s spent years reshaping beauty standards chose to embrace the word that nobody can seem to stomach. The ad featured a focus group of women who were all about Dove’s ultra-moisturizing body wash—until they saw the campaign. Enter Mrs. Moist, a mascot complete with a jingle, and bold declarations of “SO MOIST!” The reactions were instant, with viewers at home laughing hysterically. It was awkward. It was relatable. And it worked.
By tapping into humorous brand marketing, Dove wasn’t just telling a joke—they were making a statement. Dove showed that it could be self-aware, playful, and still be completely aligned with its core identity.
Why This Move Makes Sense
At first glance, humor may seem like an odd direction for Dove. But let’s break down why this wasn’t just a fun experiment—it’s a marketing strategy that’s paying off.
Humor creates engagement
Humor isn’t just about making people laugh—it’s about creating conversations. In a world where attention spans are shrinking, humor is a goldmine for creating buzz. And Dove’s strategy was masterful. The ad didn’t just make people smile; it got everyone talking, both online and offline.
It taps into relatability
The discomfort caused by the word “moist” has been a meme for years, making it a perfect target for Dove’s campaign. The brand didn’t just ride the coattails of a tired internet joke; it brought it to life in a way that felt personal and real. Dove made it relatable for everyone who’s ever cringed at the word, and that universal connection gave the campaign legs.
It’s unexpected—and that’s what makes it memorable
When a brand that’s known for its heartfelt, serious messaging suddenly turns around and hits you with a sharp, clever ad, you take notice. Dove wasn’t just trying to make you laugh—it was shaking up the status quo. In an oversaturated advertising space, being unexpected is a surefire way to grab attention.
It stays product-focused
While Dove’s ad had people laughing (and cringing), it didn’t forget the core message. The campaign’s focus was still on Dove’s ultra-moisturizing body wash, with humor amplifying the product’s key benefit without overshadowing it. That balance? It’s what makes this campaign stand out from the sea of marketing gimmicks.
Results: Did It Pay Off?
The numbers tell the tale. Dove’s ad aired during the SNL 50th anniversary special, which had a combined viewership of 15 million people on NBC and Peacock. But the ad’s viral success didn’t stop there.
Instagram and YouTube exploded with engagement as users shared the ad, flooded the comments with their own aversion to the word “moist,” and praised Dove for its bold new direction. The campaign’s reach extended far beyond traditional media, showing that Dove wasn’t just trying something new—it was striking a chord with millions.
What Other Brands Can Learn from Dove’s Approach
Dove hasn’t abandoned its roots—it’s evolving. Humorous brand marketing is now part of that evolution, and brands looking to connect with their audiences in fresh ways can learn a lot from Dove’s example. Here’s what brands can take away from Dove’s bold new approach:
1. Don’t be afraid to take calculated risks
Dove had a tried-and-true formula that worked. But they knew that if they stayed stagnant, they risked becoming irrelevant. Injecting humor into their brand was a risk, but it gave their messaging a fresh, modern twist without losing authenticity. If your brand is playing it too safe, it might be time to take a calculated leap.
2. Humor doesn’t mean losing credibility
Some brands shy away from humor, fearing it will undermine their credibility. But Dove shows us that humor, when done right, can actually make a brand more relatable—without sacrificing its core values. The key is to ensure that the comedy aligns with the brand’s identity and ethos.
3. Social media loves humor—so leverage it
Dove didn’t stop at the TV ad. They took the campaign to Instagram, YouTube, and other social media platforms, creating shareable, laugh-out-loud content that sparked conversations across the internet. Brands that can craft humor that feels authentic, on-trend, and shareable will see their social media reach skyrocket.
4. Humor should enhance the product, not overshadow it
At the heart of Dove’s campaign was its moisturizing body wash. The humor didn’t overpower the product’s key benefits—it helped amplify them. Successful humorous brand marketing should always serve the product, not distract from it.
The Future of Humor in Branding
Dove’s bold foray into humorous brand marketing wasn’t a one-off stunt. It’s a glimpse into the future of branding. Today’s consumers crave authenticity, relatability, and, yes, entertainment. While purpose-driven messaging will always be important, brands that blend humor with their core message will forge even deeper connections with their audiences.
Dove took a risk—and it paid off. The lesson? Don’t be afraid to evolve. If humor fits your brand, embrace it. But never lose sight of what made your brand great in the first place.
FAQ’s
- Why apply comedy to online advertising?
Humor is an easy way to spark conversations, generate attention, and boost shareability. It creates a connection with consumers, making your message stick. - How does humor help maintain a brand’s authenticity?
For humor to maintain a brand’s authenticity, it must align with the tone and core values of the brand. When done right, it enhances the message rather than detracting from it. - How to boost humor on social media?
Social platforms like Instagram and YouTube are perfect for sharing funny content. When it feels authentic and aligns with current trends, your audience will amplify it, driving viral engagement.