Unilever’s Mission for Vitality

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 increasing consumer awareness and encouraging cross-purchases between the different brands. However, this new strategy raised questions about the conflicting messages between the brands’ marketing campaigns, most notably between Unilever’s two powerhouse brands, Dove and Axe.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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Resources

Exhibit 1: Unilever’s Vitality Mission Statement

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Exhibit 2: Dove and Axe Brand Essences

Dove’s Essence: Beauty without artifice. (Beauty without stereotypes, without over-promises. Beauty from lasting, thoughtful care.)

Axe’s Essence: To improve men’s performance in the mating game. (Axe gives guys the edge in the mating game.)

Exhibit 3: Dove’s Brand Range

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Exhibit 4: Dove’s “Real Beauty” Ad Images

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Exhibit 5: Axe Product Range

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Exhibit 6: Axe Point-of-Purchase Display

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Exhibit 7: Collection of Axe Print Ads

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Exhibit 8: Axe’s “Mojo Master” Online Game

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Exhibit 9: Axe’s “The Order of the Serpentine” Interactive Web Site

Figure

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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