Unilever’s Mission for Vitality

Unilever’s Mission for Vitality

  • Case
  • Teaching Notes
  • Supplementary Resources
Abstract

This case walks students through the types of dilemmas that executives face in the real world. Dove and Axe are two highly successful brands owned by Unilever, a portfolio company (www.unilever.com). Dove is a female-oriented beauty product brand that exhorts “real beauty” and not the unachievable standards that the media portrays. In contrast, Axe is a brand that purportedly “gives men the edge in the mating game.” Axe’s risqué commercials portray the supermodel-type beauty ideal that Dove is trying to change.

Unilever had always been a company of brands, i.e., the consumer knew the brands but not the company. Recently, however, the company attempted to unify with an umbrella mission for all of its brands. This change would turn Unilever into a company with brands, potentially ...

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