Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Unilever of Two Minds on the Subject of Women

Goodwill Cut in Half by Axe Messaging

By Published on .

Piers Fawkes has a nice visual presentation of Unilever's schizophrenic treatment of women. In Dove land, your daughters and mothers are saints. Protect them from the ills of modern society. In Axe land, though, your daughters and mothers are little more than sexually crazed skanks who'd drop their panties at the first whiff of Axe -- which is likely why it sells so well with 13-year-old boys. Of course, Unilever can get away with this because the average consumer never connects the two brands. And while this dichotomy has been present since the first day of Dove's "Real Beauty" years ago, it doesn't make it any better.
Most Popular