Unilever was created in 1930 by the amalgamation of the operations of British soapmaker Lever Brothers and Dutch margarine producer Margarine Unie, a merger as palm oil was a major raw material for both margarines and soaps and could be imported more efficiently in larger quantities. In the 1930s the business of Unilever grew and new ventures were launched in Latin America. In 1972 Unilever purchased A&W Restaurants’ Canadian division but sold its shares through a management buyout to former A Food Services of Canada CEO Jeffrey Mooney in July 1996.
By 1980 soap and edible fats contributed just 40% of profits, compared with an original 90%. In 1984 the company bought the brand Brooke Bond (maker of PG Tips tea). In 1987 Unilever strengthened its position in the world skin care market by acquiring Chesebrough-Ponds, the maker of Ragu, Pond’s, Aqua-Net, Cutex Nail Polish, and Vaseline. In 1989 Unilever bought Calvin Klein Cosmetics, Faberge, and Elizabeth Arden, but the latter was later sold (in 2000) to FFI Fragrances. In 1996 Unilever purchased Helene Curtis Industries, giving the company “a powerful new presence in the United States shampoo and deodorant market”.
The purchase brought Unilever the Suave and Finesse hair-care product brands and Degree deodorant brand. Global employment at Unilever 2000-2008 Black represents employment numbers in Europe, light grey represents the Americas and dark grey represents Asia, Africa, and Middle East. Between 2000 and 2008 Unilever reduced global workforce numbers by 41%, from 295,000 to 174,000. Note: Europe figures for 2000-2003 are all Europe; from 2004 figures in black are Western Europe. For 2004-2008 Figures for Asia, Africa and Middle East include Eastern and Central Europe.
Source: Unilever Annual Reports 2004, 2008 In 2000 the company absorbed the American business Best Foods, strengthening its presence in North America and extending its portfolio of foods brands. In April 2000 it bought both Ben & Jerry’s and Slim Fast. The company is fully multinational with operating companies and factories on every continent (except Antarctica) and research laboratories at Colworth and Port Sunlight in England; Vlaardingen in the Netherlands; Trumbull, Connecticut, and Englewood Cliffs, New Jersey in the United States; Bangalore in India see also Hindustan Unilever Limited); Pakistan; and Shanghai in China. The US division continued to carry the Lever Brothers name until the 1990s, when it adopted the parent company’s moniker. The American unit now has headquarters in New Jersey, and no longer maintains a presence at Lever House, the iconic skyscraper on Park Avenue in New York City. Unilever’s Lipton brand The company promotes sustainability and started a sustainable agriculture programme in 1998.
In May 2007 it became the first tea company to commit to sourcing all its tea in a sustainable manner, employing the Rainforest Alliance, an international environmental NGO, to certify its tea estates in East Africa, as well as third-party suppliers in Africa and other parts of the world.  It declared its aim to have all Lipton Yellow Label and PG Tips tea bags sold in Western Europe certified by 2010, followed by all Lipton tea bags globally by 2015. Covalence, an ethical reputation ranking agency, placed Unilever at the top of its ranking based on positive versus negative news coverage for 2007.
In 2008 Unilever was honoured at the 59th Annual Technology & Engineering Emmy Awards for “Outstanding Achievement in Advanced Media Technology for Creation and Distribution of Interactive Commercial Advertising Delivered Through Digital Set Top Boxes” for its program Axe: Boost Your ESP.  Operations Unilever owns more than 400 brands as a result of acquisitions, however, the company focuses on what are called the “billion-dollar brands”, 13 brands which each achieve annual sales in excess of €1 billion. Unilever’s top 25 brands account for more than 70% of sales.
The brands fall almost entirely into two categories: Food and Beverages, and Home and Personal Care. Brands Further information: List of Unilever brands Heartbrand The Heartbrand logo accompanying various brands of Unilever ice creams Unilever is the world’s biggest ice cream manufacturer, with an annual turnover of €5 billion. Except for Popsicle, Klondike, Ocean Spray ice cream, Slim Fast ice cream, Breyers, Starbucks and Ben & Jerry’s, all of its ice cream business is done under the “Heartbrand” brand umbrella, so called because of its heart-shaped logo.
Unilever currently operates eleven ice cream factories in Europe; the biggest include factories at Heppenheim in Germany, Caivano in Italy, St. Dizier in France and Gloucester in the United Kingdom. The Heartbrand was launched in 1999 (and slightly modified in 2002) as an effort to increase international brand awareness and promote cross-border synergies in manufacturing and marketing (“centralisation”). It is present in more than 40 countries.
Although the logo is common worldwide, each country retained the local brand so as to keep the familiarity built over the years, one notable exception being Hungary where the previous Eskimo brand was replaced with Algida in 2003. In 2005, Glidat Strauss received special permission from Unilever to export their brand of ice cream to the United States because of the strict kosher certification the products in Israel have. Under terms of the agreement, Strauss ice cream and krembo may be sold only in kosher supermarkets and import shops.
It is distributed in North America by Dairy Delight, a subsidiary of Norman’s Dairy. A freezer in Queens, NY filled with Strauss ice cream from Israel with the Heartbrand Prior to the heart logo, each country could choose its own logo, although the most common one consisted of a blue circle with the local brand’s name over a background of red and white stripes; second most common old logo, used by Wall’s in the UK and other countries, was a yellow logo with Wall’s in blue text.
Unilever generally manufactures the same ice-cream with the same names, with rare occasions of regional availability, under different brands. Some of these ice-creams include Carte D’Or, Cornetto, Magnum, Solero and Viennetta. Advertising Unilever has produced many advertising campaigns, including: •Lynx/Axe click advert with Nick Lachey •PG Tips Monkey and Al •Knorr Chicken Tonight, ‘I feel like chicken tonight’ •Flora London Marathon •Knorr global brand •Dove Campaign for Real Beauty, including Evolution •Calve Pindakaas (peanut butter) in the Netherlands •Comfort Pure recommended by mothercare Clear Anti-Dandruff shampoo and conditioner with the entertainer Rain •Clear Anti-Dandruff shampoo and conditioner with the entertainer Nicole Scherzinger •Clear Soft and Shiny shampoo and conditioner with the actress Sandra Dewi Hindustan Unilever Limited (abbreviated to HUL) (BSE: HUL) formerly Hindustan Lever Limited is India’s largest consumer products company and has an annual turnover of over Rs 13,000 crores (calendar year 2007). It was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg.
Co. Ltd. and United Traders Ltd.. It is headquartered in Mumbai, India and has an employee strength of over 15,000 employees and contributes for indirect employment of over 52,000 people. The company was renamed in late June 2007 to “Hindustan Unilever Limited”. In 2007, Hindustan Unilever was rated as the most respected company in India for the past 25 years by Business World, one of India’s leading business magazines . The rating was based on a compilation of the magazines annual survey of India’s Most Reputed Companies over the past 25 years.
HUL is the market leader in Indian consumer products with presence in over 20 consumer categories such as Soaps, Tea, Detergents and Shampoos amongst others with over 700 million Indian consumers using its products. It has over 35 brands. Sixteen of HUL’s brands featured in the AC Nielsen-Brand Equity list of 100 Most Trusted Brands Annual Survey (2008) . According to Brand Equity, HUL has the largest number of brands in the Most Trusted Brands List. It’s a company that has consistently had the largest number of brands in the Top 50 and in the Top 10 (with 4 brands).
Hindustan Unilever distribution covers over 1 million retails outlets across India directly and its products are available in over 6. 3 million outlets in India, i. e. nearly 80% of the retail outlets in India. It has 39 factories in the country. Two out of three Indians use the company’s products and HUL products have the largest consumer reach being available in over 80 per cent of consumer homes across India. The Anglo-Dutch company Unilever owns a majority stake (52%) in Hindustan Unilever Limited. HUL was one of the eight Indian companies to be featured on the Forbes list of World’s Most Reputed companies in 2007 .
History – Chronology In the summer of 1888, visitors to the Kolkata harbour noticed crates full of Sunlight soap bars, embossed with the words “Made in England by Lever Brothers”. With it, began an era of marketing branded Fast Moving Consumer Goods (FMCG). Soon after followed Lifebuoy in 1895 and other famous brands like Pears, Lux and Vim. Vanaspati was launched in 1918 and the famous Dalda brand came to the market in 1937. In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935).
These three companies merged to form HUL in November 1956; HUL offered 10% of its equity to the Indian public, being the first among the foreign subsidiaries to do so. Unilever now holds 52. 10% equity in the company. The rest of the shareholding is distributed among about 360,675 individual shareholders and financial institutions. The erstwhile Brooke Bond’s presence in India dates back to 1900. By 1903, the company had launched Red Label tea in the country. In 1912, Brooke Bond & Co. India Limited was formed. Brooke Bond joined the Unilever fold in 1984 through an international acquisition.
The erstwhile Lipton’s links with India were forged in 1898. Unilever acquired Lipton in 1972, and in 1977 Lipton Tea (India) Limited was incorporated. Pond’s (India) Limited had been present in India since 1947. It joined the Unilever fold through an international acquisition of Chesebrough Pond’s USA in 1986. Since the very early years, HUL has vigorously responded to the stimulus of economic growth. The growth process has been accompanied by judicious diversification, always in line with Indian opinions and aspirations.
The liberalisation of the Indian economy, started in 1991, clearly marked an inflexion in HUL’s and the Group’s growth curve. Removal of the regulatory framework allowed the company to explore every single product and opportunity segment, without any constraints on production capacity. Simultaneously, deregulation permitted alliances, acquisitions and mergers. In one of the most visible and talked about events of India’s corporate history, the erstwhile Tata Oil Mills Company (TOMCO) merged with HUL, effective from April 1, 1993.
In 1995, HUL and yet another Tata company, Lakme Limited, formed a 50:50 joint venture, Lakme Unilever Limited, to market Lakme’s market-leading cosmetics and other appropriate products of both the companies. Subsequently in 1998, Lakme Limited sold its brands to HUL and divested its 50% stake in the joint venture to the company. HUL formed a 50:50 joint venture with the US-based Kimberly Clark Corporation in 1994, Kimberly-Clark Lever Ltd, which markets Huggies Diapers and Kotex Sanitary Pads.
HUL has also set up a subsidiary in Nepal, Unilever Nepal Limited (UNL), and its factory represents the largest manufacturing investment in the Himalayan kingdom. The UNL factory manufactures HUL’s products like Soaps, Detergents and Personal Products both for the domestic market and exports to India. The 1990s also witnessed a string of crucial mergers, acquisitions and alliances on the Foods and Beverages front. In 1992, the erstwhile Brooke Bond acquired Kothari General Foods, with significant interests in Instant Coffee. In 1993, it acquired the Kissan business from the UB Group and the Dollops Icecream business from Cadbury India.
As a measure of backward integration, Tea Estates and Doom Dooma, two plantation companies of Unilever, were merged with Brooke Bond. Then in July 1993, Brooke Bond India and Lipton India merged to form Brooke Bond Lipton India Limited (BBLIL), enabling greater focus and ensuring synergy in the traditional Beverages business. 1994 witnessed BBLIL launching the Wall’s range of Frozen Desserts. By the end of the year, the company entered into a strategic alliance with the Kwality Icecream Group families and in 1995 the Milkfood 100% Icecream marketing and distribution rights too were acquired.
Finally, BBLIL merged with HUL, with effect from January 1, 1996. The internal restructuring culminated in the merger of Pond’s (India) Limited (PIL) with HUL in 1998. The two companies had significant overlaps in Personal Products, Speciality Chemicals and Exports businesses, besides a common distribution system since 1993 for Personal Products. The two also had a common management pool and a technology base. The amalgamation was done to ensure for the Group, benefits from scale economies both in domestic and export markets and enable it to fund investments required for aggressively building new categories.
In January 2000, in a historic step, the government decided to award 74 per cent equity in Modern Foods to HUL, thereby beginning the divestment of government equity in public sector undertakings (PSU) to private sector partners. HUL’s entry into Bread is a strategic extension of the company’s wheat business. In 2002, HUL acquired the government’s remaining stake in Modern Foods. In 2003, HUL acquired the Cooked Shrimp and Pasteurised Crabmeat business of the Amalgam Group of Companies, a leader in value added Marine Products exports.  Brands Wheel Detergent ad in rural Nepal area. The company has a distribution channel of 6. million outlets and owns 35 major Indian brands.  Some of its brands include Kwality Wall’s ice cream, Knorr(brand)[Soups & Meal Makers]Lifebuoy, Lux, Breeze, Liril, Rexona, Hamam, Moti soaps, Pureit Water Purifier, Lipton tea, Brooke Bond tea, Bru Coffee, Pepsodent and Close Up toothpaste and brushes, and Surf, Rin and Wheel laundry detergents, Kissan squashes and jams, Annapurna salt and atta, Pond’s talcs and creams, Vaseline lotions, Fair and Lovely creams, Lakme beauty products, Clinic Plus, Clinic All Clear, Sunsilk and Dove shampoos, Vim dishwash, Ala bleach, Domex disinfectant, Rexona, Modern Bread and Axe deosprays. Leadership
HUL has produced many business leaders for corporate India, one of these, Manvinder Singh Banga has become a member of Unilever’s Executive (UEx). HUL is referred to as a ‘CEO Factory’ in the Indian press for this reason. It’s leadership building potential was recognized when it was ranked 4th in the Hewitt Global Leadership Survey 2007 with only GE, P and Nokia ranking ahead of HUL in the ability to produce leaders with such regularity Mission Unilever’s mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.
History of Dove Dove soap was launched in the United States in 1957, years after Unilever acquired soap factory De Duif (Dutch: The Dove) in The Netherlands, from which the English brand name Dove is derived. Dove has been positioned throughout its history without referring to it as “soap”, but as a “beauty bar” with one-fourth cleansing cream; they stress its moisturizing of skin while washing in contrast to the drying effects of regular soaps (which their advertising calls simply “soap”). Advertisements reinforced the message by showing the cream being poured into he beauty bar. In 1979, the phrase “cleansing cream” was replaced with “moisturizer cream”. In 1979, a Pennsylvania dermatologist showed that Dove dried and irritated skin significantly less than ordinary soaps. As a result of this study, Unilever started aggressive marketing and won more than 24% of the market by 2003. TARGET AUDIENCE AND PRICING OF DOVE Dove’s primary target audience in india were women who don’t compromise on their appearances and need a product which is not very harsh on their skin and hair but blends in perfectly with their daily routine .
Dove focused initally on women who had high disposable income and their brand was positioned in such a way that it helped the ordinary woman connect with the brand . “Dove is a classic case of consistency especially in a country like India where people have come of age in terms of affluence. The soap’s advertisements are very timely. ” They surely are. Sales of the soap have been growing at over 40 per cent annually and the recently launched shampoo variant at 100 per cent. Dove is now almost a Rs 500 crore brand, with soaps accounting for around half of that figure. The rest comes from hair care, a category launched two years ago.
On the market share front, Dove has a 3. 5 per cent share in metros. In modern-format stores, it leads with a share of 11. 54 per cent. The performance is creditable considering that at the time of its launch in India nearly 15 years back – when everything was priced low – HUL launched Dove that was double the price of any other premium brand. Pricing did put off customers initially and questions were raised about the soap’s longevity. “When we first brought this product to the market, the price difference was such that if a regular soap cost Rs 100, we were at Rs 700,” said Vittal.
But Dove has come out of the initial scare – in style. So what makes the brand tick? Typically, HUL uses an internal tracker called Living Standards Measure or LSM to gauge the performance of a product. LSM can range anywhere between one and 18 – a higher score shows a higher living standard. On that scale, India is a LSM 3 nation with 70 per cent of the population in that range. A product like Dove needs the market to score six or above. And that’s why HUL has been betting big on Dove. “For us, the metros and the top 30 cities are the most important, given the consumer target for the brand,” Vittal said.
But that doesn’t mean HUL is ignoring the rural markets, where it hopes to sell its Rs 3 sachet. “Going forward, rural will be important too,” he adds. Here’s a pointer to why HUL thinks Dove has a great future. On the LSM scale of six and above, India’s market is about 100 million strong and that number is far bigger than the population of some European countries. The skin cleansing category was more than Rs 7,700 crore in 2008, recording a growth of 11. 8 per cent. Within this category, the premium price segment is leading the pack with a 15. 3 per cent growth rate.
And unlike HUL’s other soap brands like Liril, Lux and Lifebuoy, which have undergone a series of relaunches, Dove has remained constant. Though it has gone in for brand extensions such as shampoos and deodorants, the brand’s core advertising proposition and premium positioning has remained the same. Present Stature Hindustan Unilever Limited (HUL) is India’s largest fast moving consumer goods company, and estimates that two out of three Indians use its products. It has over 35 factories across India. HUL is also one of the country’s largest exporters; it has been recognised as a Golden Super Star Trading House by the Government of India.
The Hindustan Unilever Research Centre (HURC) was set up in 1958, and now has facilities in Mumbai and Bangalore. HURC and the Global Technology Centres in India have over 200 highly qualified scientists and technologists, many with post-doctoral experience acquired in the US and Europe. HUL also renders services to the community, focusing on health & hygiene education, empowerment of women, and water management. It is also involved in education and rehabilitation of underprivileged children, care for the destitute and HIV-positive, and rural development.
HUL has also responded to national calamities, for instance with relief and rehabilitation after the 2004 tsunami caused devastation in South India In 2001, the company embarked on a programme called Shakti, through which it creates micro-enterprises for rural women. Shakti also includes health and hygiene education through the Shakti Vani Programme, which now covers 15 states in India with over 45,000 women entrepreneurs in 135,000 villages. By the end of 2010, Shakti aims to have 100,000 Shakti entrepreneurs covering 500,000 villages, touching the lives of over 600 million people.
HUL is also running a rural health programme, Lifebuoy Swasthya Chetana. The programme endeavours to induce adoption of hygienic practices among rural Indians and aims to bring down the incidence of diarrhoea. So far it has reached 120 million people in over 50,000 villages.  THE BRAND Dove is a personal care brand owned by Unilever. Dove is primarily made from synthetic surfactants, as well as some vegetable oil based soap ingredients, such as sodium palm kernelate. Dove is formulated to be pH neutral, with a pH that is usually between 6. 5 and 7. 5.
Dove products are manufactured in the Netherlands, United States, Germany, Ireland and Brazil. The Dove trademark and brand name is currently owned by Unilever. Dove’s logo is a silhouette profile of a dove, the color of which often varies. Dove’s products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products. In the US, Dove bar soap is currently produced in the cool moisture, exfoliating, sensitive skin unscented, nutrium nourishing, white, pink, calming night, pro-age, and energy glow versions.
Marketing campaigns In 2006, Dove started the Dove Self-Esteem Fund. It purports to be “an agent of change to educate and inspire girls on a wider definition of beauty and to make them feel more confident about themselves”. To this end, Dove have created a number of largely online-only short films, including Daughters (which also aired in a 75-second spot during the Super Bowl XL), Evolution (which won two awards at the Cannes Lions International Advertising Festival), Onslaught, and Amy. Dove has adapted the 1950s US campaign ‘Feel the difference of Dove’ for the Indian market.
The original campaign was created by Ogilvy. It has been adapted by O&M in India as the ‘Face Test’ campaign. The Indian TVC talks about the two sides of the face, one of which is cleansed by soap and the other by Dove. As the model feels the skin on both the sides, the soap side feels rough and the Dove side smoother. Says Unilever’s spokesperson, “The Dove half face campaign encourages consumer participation. It is a call to action for consumers to take the Dove test. The face here is a torture test in the dramatic proof campaign. ”
The spokesperson adds, “The Indian campaign has been adapted from the US 1950s campaign because in today’s context it is very relevant in the Indian market. In India, we added an additional element of intrigue with the statement – “All we are asking for is half your face” in the first leg of the campaign. This has made the campaign more engaging. ” Zenobia Pithawalla, group creative director, O&M says, “The Face Test communication was developed by Ogilvy’s global team on Dove. The client in India wanted to create a sense of intrigue and excitement around it.
And so we came up with a teaser campaign for India where we showcased half faces smiling at you from billboards and bus shelters with a line which simply said: “All we ask for is half your face. ” We also created a teaser TVC. Having built the intrigue in phase one, we then revealed the Face Test communicationThe agency has also designed a teaser around it which says “All we are asking for is half your face”. •the world’s number 1 cleansing brand •sales of over € 2. 5 billion a year in over 80 countries •outsells all other skin care bars combined in the US over 1 billion showers taken with Dove products in the US each year All these campaigns are part of the “Campaign for Real Beauty”, which has a website of its own with a host of activities linked to the brand…. So the question is what is dove up to ? It has managed to create enough buzz in the market place with its campaigns which have been recognized by both the industry and consumers as being some thing different….. This ad has been discussed by many bloggers, link November 30, 2007 8:58:00 PM PST Varun Reddy Sevva said…
Traditionally one would find that ads of a soap would emphasize on making the user beautiful either directly or indirectly through the use of celebrity endorsements . But the series of ads used by dove is very different in the sense that the ads challenge the concept of beauty as has been traditionally seen. The Dove Evolution Ad has won two Grand Prix Advertising awards recently. On the web page it says “In a world of hype and stereotypes, Dove provides a refreshingly real alternative for women who recognize that beauty comes in all shapes and sizes”. The faces that represent Hindustan Unilever’s biggest premium soap brand are not familiar.
For, they represent 11 ordinary women who won Dove’s Real Women Face Test – a campaign that received over 4,500 entries. Last month, the FMCG giant put all of them on billboards, newspapers and on television to endorse the Rs 500 crore brand in a high voltage advertisement campaign. That’s Dove’s way of going off the beaten track in its communication strategy. Unlike other soap advertisements, the premium brand did not use the usual models or movie stars. Instead, it enlisted real women who use the product to give testimonials of their experience with the brand.
For Dove’s hair wash variant too, HUL initiated huge sampling in malls by setting up counters where consumers could get their hair washed and then photographed. These pictures were showcased in the Dove Gallery. As a result, testimonials were not just on TV, but also online through consumer-generated content and in print. Gopal Vittal, Executive Director – home and personal care of HUL, said the process is two-pronged, comprising “conviction and proof”. Thus, the first phase of the campaigns showed the performance of the product on the face, which was quickly followed up by testimonials from ‘real people’.
Interestingly, HUL adopted an old commercial from its American counterpart and Ogilvy & Mather tweaked it for the Indian audience. A mandatory 360 degree campaign is on as well. What’s more, it has even been running roadblocks across channels like Star and Zee, where it bought out all the commercial advertising time on an exclusive basis. This at a time when all other companies have tightened their purse strings. “Investments have been stepped up for Dove given the high media elasticity. The brand has an enormous growth opportunity,” adds Vittal. Yahoo!
India joined hands with HUL’s Dove to launch the Dove Haircare Range in May 2007 and extended it to the off-line model. Unilever Limited has made rapid strides in the area of Social Media. Even as user generated content on the Internet continues to grow in popularity, both companies have extended the model of Yahoo! Answers to an offline format. Yahoo! India joined hands with HUL’s Dove to launch the Dove Haircare Range in May 2007. Yahoo! India Answers was chosen as the property that would be the launch pad of this initiative and both companies created the world’s first Branded Knowledge Video Search.
The Yahoo! India camera crew went across 3 cities – Mumbai, Delhi & Bangalore – asking women questions on hair care. In a span of 9 days, over 250 women were interviewed and 1,000 minutes of footage recorded. The results of this initiative have been staggering. Launched on May 16, 2007, users spent over 830,000 minutes on the dove promo site of which close to 69,000 minutes were spent only on viewing videos. Over 2000 answers were posted by Yahoo! users, making this the largest ever branded campaign on Yahoo! India Answers. Created and hosted by Yahoo!
India, it was the first time a destination for a brand was created within an existing property. While the responses were hosted on the Dove Promo site http://in. promos. yahoo. com/, questions on hair care were posted on Yahoo! India Answers in addition to the video answers. Users could not only view the videos, but post their answers to the Dove questions as well. Yahoo! India seeks to provide online products and services essential to users’ lives, and offers a full range of tools and marketing solutions for businesses to connect with Internet users globally.
It presents a deep array of communications, commerce and content services that include Yahoo! India Mail, Yahoo! India Search, Yahoo! India Messenger, Yahoo! India Finance, Yahoo! India Chat, Yahoo! India Photos, Yahoo! India Answers, Yahoo! India News and Yahoo! India Search Marketing. HUL is India’s largest Fast Moving Consumer Goods company, touching the lives of two out of three Indians. HUL’s mission is to “add vitality to life” through its presence in over 20 distinct categories in Home & Personal Care Products and Foods & Beverages.
The company meets everyday needs for nutrition, hygiene, and personal care, with brands that help people feel good, look good and get more out of life. Commenting on the success of this campaign as well as getting brands to leverage on Social Media, Pearl Uppal, Director Sales, Yahoo! India said “The success of this campaign is a result of not only Yahoo! ’s endeavour to deliver the best of the digital world to our clients, but also the faith that advertisers like HUL place in us.
While the medium holds great potential and we will continue our role as evangelizer, advertisers remain the key in actually converting our belief into campaign performance. ” Rahul Welde, General Manager Media, HUL, said “The Dove campaign is a fine example of what internet can deliver to the brand. The exclusive initiative with Yahoo! India also shows how the power of the internet medium can be harnessed. Yahoo! India developed and executed a compelling solution in response to what was a very open ended brief.
We are very excited with the idea and the results and are looking forward to many initiatives with Yahoo! Dove, cream bathing bar from the house of Hindustan Unilever Limited, revealed eleven winners across India for the Dove Real Woman Face Test campaign. The lucky winners are Sweety Massy from Bangalore, Omini Gill from Noida, Vaani Kapoor from Delhi, Swati Kumar from New Delhi, Noor Ansal from New Delhi, Raashi Khanna from New Delhi, Sonal Bole from Mumbai, Simran Chana from Mumbai, Supritha Shetty from Mumbai Madhavy Raj from Chennai and Radhika Shah from Kolkata.
The first phase of the Real Women Face Test campaign was kicked off with the contestants sending a SMS to receive a free Dove bar. Post receiving the SMS, Dove would call the individual and send them a free sample of the product. The consumers after receiving the product tested the product and send their photograph along with their testimonials sharing their Dove Experience. The Dove Real Women Face Test campaign received an overwhelmingly 4500 entries out of which eleven winners were chosen based on their experience and their testimonials.
Dove Advertisement and Femina are out to convince women that anyone can have beautiful hair – beautiful enough to get them on the cover of Femina! The hair and skin care brand from Hindustan Unilever Ltd (HUL) is reaching out to women and giving them an opportunity to appear on the cover of the New Year’s issue of Femina, a popular women’s magazine. The initiative is being carried out in 11 cities, including Hyderabad, Kolkata and Chandigarh, and 26 locations across India with the theme ‘Beautiful Hair, On Any Face’.
Stalls have been put up in several malls, where women can get their photos clicked and take away Dove shampoo samples. The shortlisted women will be given hair treatment with the Dove haircare range, professionally photographed and subsequently appear on the magazine cover. The launch of the issue will be accompanied by an event in Mumbai, where the selected women will be introduced to the public. They will also have an opportunity to appear in the Femina 2009 calendar. “The ‘Beautiful Hair, On Any Face’ initiative by Dove is a celebration of beautiful hair, which every woman can have if she wants.
Dove brings alive this concept in association with Femina by asking women to be a part of Femina’s Beautiful Hair issue,” says a HUL spokesperson in an email interview. The spokesperson did not share numbers, but says that the response has been “overwhelming” for the two weeks that the month long initiative has been under way. Apart from the on-ground activation, Dove is also promoting the initiative on its website, www. dove. in. Women can upload their photographs on the website to enter the contest or to find out where the activity is happening in their city.
The contest has been conceptualised by MindShare Fulcrum. The agency claims that Dove. in has already received 1,700 registrations. Dove will also use print and radio advertising to promote the initiative towards the end of the year. The last campaign executed by Dove was with Yahoo! India in 2007, which included both on-ground and online activities (See case study). A page was created on Yahoo! Answers, which had questions and answers on hair care. Recorded answers from women across India were uploaded as videos on the website.