As part of their 'Real Beauty' campaign for the Dove brand, Unilever has replaced size zero models with closer-to-reality, larger sized models. They're using the Body Mass Index (BMI) as and indicator of 'healthy' body weight guidelines and sticking to this when choosing models for their Dove brand.
Implications - The company is taking it one step further by instructing all of its brand directors and agencies to agree to the new BMI rule. Unilever will only use models that fall between 18.5 and 25 on the BMI scale for its advertising campaigns. Using healthy-looking models is a great way for consumers to connect with the ad because it is more realistic.