Dove — "Real Beauty" (2004)

Dove's 2004 "Campaign for Real Beauty" challenged the beauty industry's exclusive definition of beauty by featuring women of all ages, sizes, and ethnicities. Research showed 2% of women described themselves as beautiful before the campaign; Dove's subsequent studies showed significant shifts. The campaign won the Grand Prix at Cannes and created the "purpose marketing" template that every major brand now follows. Dove's sales grew from $2.5 billion to $4 billion in the campaign's first decade.