Unilever is the world's largest consumer goods company. It owns over 400 brands including Axe and Dove. Axe targets young males with edgy videos and social media engagement showing its products transforming average men. Dove promotes "real beauty" using non-traditional models in campaigns that create buzz. Though Axe and Dove have different targets and values, both have built brands around their core ideas through hugely successful campaigns, allowing them to sustain their positions as two of the most successful brands globally.

1. UNILEVER: A DIGITAL MARKETER’S
PERSPECTIVE

3. Unilever, Truly Global
• Over 400 Brands
• World’s Largest
Consumer goods
company(by 2012
revenue)
• One of the largest
Media buyer’s in the
world

4. Two Brands
Different Approach Different Target

5. Axe: Male grooming redefined

6. • Targets the young male
demographic.
• Primary appeal lies in
attracting the opposite sex
• Uses unconventional media
channels to reach out to its
target market.

7. Most associated with
edgy videos showing the
transformation of
average men by using
Axe thus popularizing the
term ”The Axe Effect”

8. Uses social media to
actively engage with
consumers

9. Advertises on male-dominated networks
Also sponsors big sporting events and draws in young male
audience

11. • ONE OF THE BIGGEST PERSONAL CARE BRANDS
• SOLD IN MORE THAN 80 COUNTRIES
• MOST KNOWN FOR ITS CAMPAIGN OF “REAL BEAUTY”

13. Used non-traditional
female models to project
“Real Beauty”

14. Created a lot of PR buzzzz

16. Maybe
More because Axe ads can be
controversial and dent the
image of Unilever

17. Maybe not
The target markets are demarcated clearly and most
consumers may not be even aware of the parent brand

18. Personal Marketing success
• Both Dove and Axe are perfect examples
• Have built their brand around the core ideas
they sell.
• Crafted hugely successful campaigns

19. Personal marketing gone very far?
Consistent in its cause for inducing confidence
and self esteem

20. Summary
Dove and Axe though have different target
markets and values have been able to sustain
their brand positions and still are one of the
most successful brands on earth .

21. Created by Pritesh Saha, Jadavpur
University under a Marketing
Internship by Prof. Sameer Mathur,
IIM Lucknow