More than a decade on, one may conveniently play down the true revolutionary nature of Dove's advertising campaign at that time. Although not at the level of casual marketing sexism of the 1970s (which was the concept's absolute low point), the former half of the twenty-first century was an era in which toiletries and cosmetics advertisements featured skinny or slender women who bore hardly any likeness to the majority of women across the globe, just as Diet Coke's hunk was hardly representative of the average male (Bold, 2015)
After its 2004 ad campaign, the brand tweaked its marketing strategy to target the aging women population. This shift was consistent with the much-heralded, promising consumer influence of the aging Baby Boomers (Pitman, 2007)