Subject Index
 

This Company Profile provides key details and analysis of Unilever, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links t ...

This Company Profile provides key details and analysis of Unilever, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links t ...

This Company Profile provides key details and analysis of Unilever Home and Personal Care, including its latest activities, market position, financial performance, Brands, structure and history, toget ...

This Company Profile provides key details and analysis of Unilever Ice Cream & Frozen Food, including its latest activities, market position, financial performance, Brands, structure and history, toge ...

This Company Profile provides key details and analysis of Unilever Foods, including its latest activities, market position, financial performance, Brands, structure and history, together with onward l ...

This Company Profile provides key details and analysis of Unilever, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links t ...

The European deodorant market was becoming increasingly crowded, and Dove was seeking to differentiate its own brand by associating itself with positive skincare credentials, based on its unique offer ...

This paper describes how Rexona (a Unilever brand) had lost its way in France, and how research created a new category language to show the way back to growth. A fusion of different approaches was use ...

In traditional campaign post-testing, only the impact of direct exposure (people actually having seen the creative) is measured. Word-of-mouth (or of mouse), and what people do after viewing a commerc ...

This paper explores a major issue facing many brands and organisations; the need to innovate in order to renew relevance for the target audience. Brands need to constantly innovate to keep in step wit ...

Having lost over 50% of its franchise from 2002–05 and 29% of its share of shelf, Slim-Fast wrote-off approximately $1 billion. Tasked with proving the brand’s vitality to dieters, retailers and Unile ...

When we view an ad, how does it affect our emotions? This paper argues that this question is so fundamentally different from those such as 'What do you think about the ad?' or 'Do you like the ad?' th ...

In 2004, Dove was facing a number of challenges in the hair care, deodorant and personal wash categories. In response, it launched the Campaign for Real Beauty, with Canada a key part of the global te ...

Unilever's laundry detergent brand, OMO, was facing a decrease in awareness as a result of intense competition and the growth of private label brands. Driven by a new focus on a target group of young ...

Unilever launched Lipton Sizzle & Stir - a dry dinner mix to which consumers only needed to add meat - in the US in 1999. By 2000, it had $30 million of sales. However, Unilever wanted to achieve $40 ...

In July 1998 Chesebrough-Pond's, a division of Unilever United States, introduced a new item—Soothing Cucumber Eye Treatments—to its Pond's line of facial care products. ...

In the most sweeping and ambitious advertising effort in the company's history, Unilever PLC launched a global ad campaign in 2003 that aimed not just to sell its new line of Dove brand product ...

In 1998 Unilever PLC subsidiary Lever Brothers, makers of Wisk laundry detergent, launched a new advertising campaign with the tag line "Do It Once. Do It Right." The primary element i ...

This paper brings a new and interesting view of how to explore innovative ideas in early stages with consumers, making them powerful and even more relevant and avoiding future project fails. This meth ...

Despite being best known for its margarine-based product, Bertolli, found it necessary to extend its product portfolio to remain competitive. Using brand extension, it moved its previous advertising m ...

This campaign for the Axe (known as Lynx in the UK) shower range from 2003-05 aimed to change male attitudes to a fragrant shower product. The target audience was men aged 18-24, and the main media us ...

This paper discusses Unilever's 2004-06 campaign in Romania for Dero (short for Detergent Romania). After the fall of communism, Unilever bought one of the two main detergents, and relaunched Dero, wh ...

The paper explores how the global communication campaign for the 2006 Axe variant 'Click' was researched using evolutionary insights as a foundation. A multi-layered approach comprising desk-research, ...

This short account shows how a UK promotion was adapted to the Irish market to drive loyalty and affinity to the Persil brand by offering primary schools a range of arts and craft materials in exchang ...

This brief paper details a campaign during which special packs of Sun dishwasher tablets included a lottery ticket offering a variety of different prizes. Via the use of TV and on-pack promotions, the ...

This Company Profile provides key details and analysis of Unilever Bestfoods, including its latest activities, market position, financial performance, Brands, structure and history, together with onwa ...

This Company Profile provides key details and analysis of Unilever Home & Personal Care, including its latest activities, market position, financial performance, Brands, structure and history, tog ...

Chuck Young, founder and CEO of Ameritest, argues that the debate about emotional versus rational advertising is a red herring. Both rational and emotional responses are generated simultaneously as 'm ...

By 2004, Lynx in Australia had a strong and loyal following and enjoyed a strong premium in its category. By a number of commercial measures over the last 10 years, Lynx had been a runaway success. Ho ...

The 2005 launch of Axe Shower Gel was the first expansion of the Axe brand outside the realm of antiperspirant/deodorants. The challenge was to support the shower gel product launch in a way that quic ...