Interview: Laura Klauberg, SVP, Global Media, Unilever (Pt 2) - On The 'Evolution' of Dove

As I told Broadcasting & Cable magazine at the time, it was all a tremendous paradox: a beauty industry brand encouraging women to reject beauty industry stereotypes.

But that was just the beginning.

Just as Dove's "Campaign for Real Beauty" had hit mainstream consciousness, Unilever came under fire for simultaneously capitalizing on those same sterotypes in raunchy spots for Axe deodorant.

Of course, as I told B&C, the criticism was somewhat misguided. Unilever is a company with multiple brands speaking to multiple audiences.

As Laura Klauberg, Unilever's powerful senior vice president of global media, explains in part two of this exclusive source interview for the new book, THE ON-DEMAND BRAND, brand messages start with consumer insights - insights from each brand's unique audience.

What resonates with adult women wont' resonate with young men, and vice versa. And even then, Unilever says its Axe commercials, primarily aimed at men 18 to 24, are meant as spoofs.

What I wanted to know up front was how Unilever ever took such a leap of faith for Dove in the first place, making a risky bet that slamming its own product category would pay off. Along the way, we gain insights into how digital is fundamentally transforming the way consumers interact with brands - and what that may mean for television.

THE KLAUBERG MANIFESTO PART 2: THE 'EVOLUTION' OF DOVE

(Approx 4 min)

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"... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

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