Have your say, share your thoughts on the article written by Kathy Oneto, Vice President, Brand Strategy at Anthem Worldwide, USA
Unilever
Being on diet can be really depressing, and sometimes even the result can’t make us happy. Unilever has come up with a controversial campaign for its Du Darfst brand of low-calorie products such as butter, sausage, cheese, spreads, prepared salads and more—the new marketing initiative, developed by Ogilvy Dusseldorf, encourages consumers to ‘Fuck the Diet’ (despite the campaign is in German, it uses the English tagline) and enjoy the food. The slogan seems to be even more controversial than those of Unilever’s AXE, which is thought to be launching the most outrageous campaigns, while the promotional elements are not edgy at all.
Dove continues to communicate the ‘love yourself as you are’ philosophy to women around the globe (this became the key theme of the brand’s campaigns) with the launch of a new self-esteem initiative. Developed by Ogilvy & Mather, the new campaign will be promoting the importance of establishing positive relationship with you and your appearance, no matter how far from the ‘ideal’ one it may seem.
AXE teaches guys how to “stay cool” in situations that might be irritating or stressful and always remember that patience is really rewarding. The controversial body care brand usually preaches that men should be open and do not hide their emotions, which are related to their male nature, but sometimes to be a macho means to be reserved. The Unilever’s brand has released a series of ‘educational’ 1-minute spots, telling how to behave if you have a Brainy, Sporty, High Maintenance, Party or Flirty Girl. All of the videos are uploaded to the brand’s official YouTube channel (unfortunately, the series is not the key element there, since the front page of the channel is still promoting the recent ‘Anarchy’ campaign).