Marketing from Conglomerates: When Hypocrisy Attacks
You may have heard of the Unilever- and if you haven’t you’ve certainly used their products. A multinational consumer goods corporation, Unilever owns such brands as Dove, Axe, TRESemmé, Lipton etc. The only thing is, with so many brands under one umbrella, Unilever can’t help but send mixed messages through their advertising. Take this Dove commercial for example:
Pretty positive message right? Along with images like these:
It seems like Unilever supports positive body image in everyday women, and rejects unrealistic ideals and perceptions of women generally perpetuated by the beauty industry; however, Unilever also owns Slimfast, a company which manufactures products that are supposed to replace meals and help you shed weight. In addition, Unilver owns Axe, a men’s hygiene products made famous by commercials like this one and this one, which many women’s rights groups denounced as sexist, and encouraging the objectification of women.
The question is: Should Dove’s Campaign for Real Beauty be taken as refreshingly positive marketing in the beauty industry, or just a cheap attempt to play on consumer values, with all talk and no action? Is it ethical for Unilever to promote such conflicting brand values?
Personally I would say it’s unethical, but in many ways unavoidable- falling within that ethical shade of gray that so often colours the marketing field. In the era of giant multinationals and conglomerates we live in today, it would be nearly impossible for one parent company to keep brand values consistent among all its subsidiaries. If anything, I think this case just proves consumers need to be more cautious when lulled by the image a brand has created for itself. Buyer beware- not just of the product you’re buying, but of what you’re buying into.
-Lara
Some links for reference:
http://www.slate.com/articles/business/ad_report_card/2007/03/the_girl_in_the_shower.html
http://www.unileverusa.com/brands-in-action/detail/Slim-Fast-/296155/
https://www.youtube.com/watch?v=dRNbZQ7K3vo