Dove is a personal care brand that sells a variety of skin care products that are mainly directed at women. Dove started their Self-Esteem campaign in 2004 to help women around the world realize their true beauty and help with gaining confidence (Dye). The campaign by itself does not seem like a marketing tactic to sell more products, but to help out women who are struggling with body appearance issues. Dove has produced numerou...
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...ssues for women, which conflicts with Dove promoting self esteem and can seem as if a marketing strategy to support both brands gain profit.
Unilever owns both Dove and Axe which create advertising issues since those two brands promote an opposite message that go against each other in order to bring in profit by targeting a certain audience. Dove promotes gaining confidence and self esteem towards women and young girls while Axe shows women as mindless objects who chase men when they use the products and their message is when you use Axe products you will get women. The overall main issue that is presented by Unilever is how it owns both Dove and Axe, two brands with different marketing tactics and targeted audiences, which creates the question if the Dove’s campaign is a way to gain profits and how genuine Dove is when it comes to supporting women around the world.
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