Unilever PLC: Campaign For Real Beauty campaign
Jonathan KolstadOVERVIEW
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 products but also, in the words of Dove's U.S. marketing director, Philippe Harousseau, to "broaden the narrow and stereotypical view of beauty." Unilever was significantly expanding its Dove line from simple cleansing solutions (soaps, facial cleaners, and shower gels) to include deodorants, hair-care products, and more importantly, a whole new product category for the company: skin firming...