unilever voice-over ppt
TRANSCRIPT
Digital marketing excellence by Unilever’s Axe and Dove
Axe and Dove are two very different products with different target marketsunder the same Unilever brand.
AXEDove
Appeals to young, average
men who after using axe
products, attract girls by
tens, hundreds or even
thousands.
Effectively uses unconventional
media channels. For example-
Axe Patrol, which scopes out bar
and club scenes and sprays men
with body sprays.
Advertises and associates only male dominated channels and organizations to reach target consumers.
Has unique commercials which have gathered millions of views!
Also runs print advertisements
in various popular magazines
To stay cool, fresh and relevant it launches a new fragrance every year
Aspirational Brand
Has become the most popular grooming brand
Message focused on attracting beautiful women
Targets mostly 15-25 year old males.
Unilever’s dove speaks to women in an encouraging tone and message. It launched the “Real Beauty” campaign to promote the message that real beauty comes in all shapes and sizes.
It also launched the “wrinkled or wonderful campaign” which was very controversial but created a large PR buzz.
To promote it’s brand amongst it’s older consumers it also features elder women in it’s advertisements.
It introduced the “Real Beauty Sketches” to reach out better to consumers.
In order to promote self esteem and to remove negative ads it launched the Ad Makeover on Facebook which was a huge success.
The emotional brand
Research revealed that only 4% of women considered themselves to be beautiful
Dove promotes skin products and combats unrealistic projections of beauty.
Unilever as a global brand
Unilever is a global brand with many different brands
under it’s portfolio like Axe and Dove. Each brand’s effort
are tailored for it’s specific target market and they are
different from each other.
So is there a conflict of interest?
No! Not a conflict of interest as Unilever is an umbrella brand and consumers don’t view them as a same brand.
How are the Axe and Dove campaigns similar?
Young men, like women frequently suffer from poor self esteem, lack of confidence and poor body image. Our advertisements are primarily designed to give them a boost of confidence. Fernando Machado Dove Skin Vice President
Disclaimer- Created by Anurag Roy during a marketing management internship for Prof. Sameer Mathur, IIM-Lucknow
Anurag Roy Prof. Sameer Mathur