Prepared by Anurag Roy for Marketing Management Internship by Prof. Sameer Mathur

2. Digital marketing excellence by Unilever’s Axe and Dove

3. Axe and Dove are two very different products with different
target markets
under the same Unilever brand.

6. Advertises and associates only male
dominated channels and organizations to
reach target consumers.

7. Has unique commercials which have gathered millions of views!

9. To stay cool, fresh and relevant it launches a new fragrance every
year

10. Aspirational Brand
Has become the most popular grooming brand
Message focused on attracting beautiful women
Targets mostly 15-25 year old males.

11. 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.

12. It also launched the “wrinkled or wonderful campaign” which
was very controversial but created a large PR buzz.

13. To promote it’s brand amongst it’s
older consumers it also features
elder women in it’s advertisements.

14. It introduced the “Real Beauty Sketches” to reach out better to
consumers.

15. In order to promote self esteem and
to remove negative ads it launched
the Ad Makeover on Facebook
which was a huge success.

16. 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.

17. Unilever as a global brand

18. 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.

19. 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.
FernandoMachado
Dove Skin Vice President

21. Disclaimer- Created by Anurag Roy during a
marketing management internship for Prof.
Sameer Mathur, IIM-Lucknow
Anurag Roy Prof. Sameer Mathur