How Unilever builds brands
Geoffrey PrecourtWarc
Eight years ago, when Unilever decided to extend its Dove brand into men's products, it had an advantage that few marketers could bring to such a product introduction.
"Forty percent of the Dove bar users already were men," Kathy O'Brien, the company's vp/skin and marketing services, told the Association of National Advertisers' (ANA) 2015 Brand Masters conference.
More good news came from an early research finding: simply adding the label "Dove Men+Care" to packaging boosted interest among the target audience by 31%.
But the challenge involved far more than tapping into existing brand...