Sometimes a bottle is just a bottle. 

Dove, which has long aimed to challenge beauty standards with their "Real Beauty" campaigns, has moved their messaging to their bottles in a quite literal sense. The U.K. branch of the company posted on their website and YouTube page announcing six limited edition bottle shapes that are meant to evoke the different body shapes of women.

"From curvaceous to slender, tall to petite, and whatever your skin colour, shoe size or hair type, beauty comes in a million different shapes and sizes. Our six exclusive bottle designs represent this diversity: just like women, we wanted to show that our iconic bottle can come in all shapes and sizes, too," the statement on the U.K. website reads.

The video was posted in late April but began to gain traction on social media Monday after articles were published in Ad Week and Fast Company detailing the new campaign, which was, according to both sites, created by ad agency Ogilvy London.

However well-intentioned the campaign is, it sparked backlash on Twitter almost immediately. Some found the new bottles amusing, others said they missed the point, encouraging women to be defined by their body type. Others pointed out that the exaggerated shapes don't really represent bodies. Others made jokes. Feminist site Jezebel called the campaign "hilariously stupid."