Unilever is under scrutiny as activists, journalists and bloggers have criticized the company for being hypercritical through the latest Dove “Onslaught†campaign where Dove show the ugly side of beauty, whilst building a brand in the form of Axe through the use of beautiful bikini-clad women.
The video was made by Rye Clifton, a Senior Strategic Planner who claims he didn't realise that both brands fell under the Unilever umbrella. When he found out, his immediate thought was, "That would make a perfect video on YouTube."
Unilever has issued a statement saying, "The Axe campaign is a spoof of 'mating game' and men's desire to get noticed by women and not meant to be taken literally". With the ever growing popularity of Social Networks being used as an educational tool, I would really like to see Unilever use this medium to communicate with their critics and look at how they can address this issue.
Ethical Brand Debate
Unilever Attacked in Latest Dove Campaign
Trend Themes
1. Ethical Marketing - Opportunity to explore ethical marketing practices and promote transparency in branding.
2. Consumer Activism - Growing trend of consumers holding brands accountable for their actions and demanding ethical behavior.
3. Brand Authenticity - Increasing focus on creating genuine and consistent brand messaging to build trust with consumers.
Industry Implications
1. Personal Care - Opportunity for personal care brands to prioritize ethical practices and transparency in their marketing campaigns.
2. Advertising - Opportunity for the advertising industry to promote responsible advertising and avoid contradictory messaging.
3. Social Media - Opportunity for social media platforms to be used as a communication tool for brands to address criticism and engage with their audience.