3/30/11
Unilever has just announced that they are launching a campaign for their Vaseline Men line tied to the NFL draft and featuring Michael Strahan, former defensive end for the NY Giants.
The focused effort includes an online game, a technique that the brand has used successfully in the past as it has delivered double-digit growth in the two years since its launch in 2008.
The stated goal in the selection of Strahan as spokesperson for the line is to communicate the fact that “it’s perfectly macho for men to moisturize.” (Neff, 2011)
What do you think? Will this strategy be successful? Does it make sense to address men directly rather than their wives, who may do the family shopping?
Neff, J. (2011, March 30). Vaseline Men Kicks Off NFL-related Promotion Despite Lockout. adage.com. Retrieved March 30, 2011, from
http://adage.com/article/news/vaseline-men-kicks-nfl-related-promotion-lockout/149631/
Showing posts with label Unilever. Show all posts
Showing posts with label Unilever. Show all posts
Wednesday, March 30, 2011
Thursday, January 21, 2010
Margarine wars? Time to reach for the butter.
1/21/10
Proving that they learned absolutely nothing from the recent soup wars which proved to be a lose lose for both Campbell’s and Progresso, Unilever’s Promise margarine has decided to take on rival Smart Balance with the claim “we think natural tastes better.” Excuse me, but what’s natural about oil filled with additives? (Baar, 2010)
Apparently the folks behind this idea don’t watch Alton Brown’s Good Eats show on the Food Channel, because he did an admirable job explaining in his Defense of Butter episode that the only natural product in this category is butter. And they clearly haven’t read Michael Pollan’s book In Defense of Food: An Eater’s Manifesto, because if they had they would have already switched to butter.
Well this misguided effort ought to turn even non-watchers and non-readers into butter converts in no time flat. I’ve already made the switch, have you?
Baar, A. (2010, January 19). Unilever’s Promise Takes on Smart Balance. Mediapost.com. Retrived January 20, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=120883&nid=110167
Proving that they learned absolutely nothing from the recent soup wars which proved to be a lose lose for both Campbell’s and Progresso, Unilever’s Promise margarine has decided to take on rival Smart Balance with the claim “we think natural tastes better.” Excuse me, but what’s natural about oil filled with additives? (Baar, 2010)
Apparently the folks behind this idea don’t watch Alton Brown’s Good Eats show on the Food Channel, because he did an admirable job explaining in his Defense of Butter episode that the only natural product in this category is butter. And they clearly haven’t read Michael Pollan’s book In Defense of Food: An Eater’s Manifesto, because if they had they would have already switched to butter.
Well this misguided effort ought to turn even non-watchers and non-readers into butter converts in no time flat. I’ve already made the switch, have you?
Baar, A. (2010, January 19). Unilever’s Promise Takes on Smart Balance. Mediapost.com. Retrived January 20, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=120883&nid=110167
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