Following the 2000 launch of Dove antiperspirant, the Unilever brand captured nearly 5% of the $1.7 billion category through the first seven months of 2001. Dove has reached No. 2 in the women's segment, ahead of Colgate-Palmolive Co.'s Mennen Lady Speed Stick, though still behind segment leader Secret, marketed by Procter & Gamble Co.
MORE OF A CHALLENGE
"Year two is always more of a challenge because your competitors are coming at you," says Andrea Grostern, brand director for Dove. Still, Dove topped a 5% share in the second quarter of 2001.
On the men's side, P&G is rejuvenating its once-tired Old Spice brand, whose market share has doubled during the five years of its 1-800-PROVE-IT TV campaign. Though P&G deep-sixed a new campaign-despite one ad making the short list at the International Advertising Festival at Cannes- P&G is using other humorous radio spots from Publicis Groupe's Saatchi & Saatchi, New York, plus local sports tie-ins and extensive sampling to reach younger men.
Meanwhile, category leader Colgate this month broke a $40 million marketing effort targeting males 15 to 25, including TV and magazine ads via WPP Group's Y&R Advertising, New York, behind a new "Power of Nature" lineup for Speed Stick.
Next year could get more interesting, as P&G anticipates Unilever will launch a new U.S. men's underarm deodorant line, extending global brand Axe/Lynx.