Most of us have seen Dove’s “Campaign for Real Beauty” as well as Axe’s “Axe Effect”. However, most of us aren’t aware that both Dove and Axe are owned by a single company, Unilever. Whereas Dove’s campaign focuses on building the self-esteem of women, Axe’s commercials concentrate on increasing the appeal of guys among physically attractive women . Clearly, any good done by Dove’s ad campaign can only be ruined by a single axe commercial. One can’t help but question the ethics behind a company that exploits stereotypes to make money in such a way. However ethics aside, one must acknowledge how successful each of these marketing campaigns have been and how effective the positioning for both brands are. Both brands connect to their target audiences extremely well. Through these two brands, Unilever is able to tap into two completely different markets.

Hi I’m Nadeen! I’m a second year BCom student intending to major in accounting. I’m born in Burnaby but my parents are from Croatia. I’m basically taking this course cause it’s required. I haven’t had much experience with marketing, other than as a consumer and at my part-time job which includes handing out fliers for promotions and events and arranging the front display at the store. My favourite commercial is the Molson I am Canadian one cause it’s very true and I can relate to it. Looking forward to meeting you all in class!

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