Critics hit back at Unilever

November 28, 2007

Unilever are under scrutiny as activists, journalists and bloggers have criticised 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 and when he found out his immediate thought was “that would make a perfect video on YouTube.”

Unilever have 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 becoming 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.

Posted by Jamie Coomber | Filed Under Advertising, Blog, Marketing, Video, newsLeft  | Post a comment

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