3. U S E S
S E X
&
H U M O U R
TA RG E T:
AG E D 1 5 - 2 5
A P P E A L S TO
YO U N G S T E R S
L AU N C H E S N E W
F R AG R A N C E S E V E RY
Y E A R
Best Selling Brand
4. S P O N S O R S
&
A DV E RT I S E S
M A L E D O M I NAT E D
N E T WO R K S
E S P N
M T V
PA RT N E R S : N BA &
N C A A
9. #REAL BEAUTY
Phase 1 : Judging their own looks online
Phase 2 : Featuring confident images of curvy, full
bodied women
Phase 3 : Pro Age , featured old aged women
13. Acted upon the underlying social pressure and need of
conformity
They studied and targeted a specific demographic and
psychographic of doubtful , uncertain and pessimistic part
of the market.
Personal Marketing engages the user through out
with the help of social media, blogs etc. It helps them
connect and understand their segment better
through feedback.
Axe and Dove Succeeded because they :
16. • When it turns offensive to a stereotype
• When it pushes a high standard to live up to
• When it invades too much of your privacy
• When Ads follow you everywhere
You will be pissed!
17. I S T H E R E A C O N F L I C T O F I N T E R E S T I N
T H E WAY U N I L E V E R M A R K E T S T O
W O M E N A N D Y O U N G M E N ?
I S I T U N D O I N G A L L T H E G O O D T H AT
M I G H T B E D O N E “ I N T H E C A M PA I G N
F O R R E A L B E A U T Y ” B Y M A K I N G W O M E N
S E X S Y M B O L S I N A X E A D S ? D I S C U S S
18. Conflict
Objectifies Women
Promotes positive self
esteem
T H E C O M PA N Y TA R G E T S
S E L E C T G R O U P W I T H
I N D I V I D U A L B R A N D S T O
A C Q U I R E A L A R G E R
S E G M E N T A N D M O R E
M A R K E T S H A R E .
I N S H O R T, T H E A X E A D S A R E
N O T M E A N T F O R W O M E N .
T H E “ C A M PA I G N F O R R E A L
B E A U T Y ” I S I N D E P E N D E N T
19. Unilever has realised this issue and has launched a new
campaign
“FIND YOUR MAGIC”
which aims to build confidence in men and show there is
no one way to be a man
