Unilever Axe/Dove controversy

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The Axe/Dove controversy is one of several attracted by Unilever's status as a large multinational. Unilever has attracted a variety of criticisms from political activists of which this is the most recent.

Unilever has been a subject of intense conversation on the Internet^[1] and in grassroots social groups^[2] ^[3] over what strikes some as a mixed message in their advertising regarding the marketing of two subsidiary brands (Axe and Dove). The advocacy group Campaign for a Commercial-free Childhood ^[4] (a 15,000 member organization) is in the midst of a letter-writing campaign to the Unilever CEO, positing that:

"Bartle Bogle Hegarty's work on Axe 'epitomizes the sexist and degrading marketing that can undermine girls' healthy development' while Ogilvy & Mather's 'Real Beauty' ads for Dove promote healthy self-images for women." ^[5]

In the words of CCFC associate director, Josh Golin:

"The hypocrisy is Dove positioning itself as a brand that cares and is trying to teach girls to resist this messaging. At the same time Unilever, in the form of Axe, is putting out some of the worst messaging there is." ^[6]

Susan Linn, director of the CCFC said:

"Unilever needs to have a consistent policy on how it treats women. Either treat them the Dove way or the Axe way. Unilever has dismissed it as just a joke. But, in fact, advertising images have a powerful effect, even if people don't realize it. Especially if they don't realize it." ^[7]

Michelle Gillett wrote in the Boston Globe on the issue on November 5, 2007 that:

"The launching of 'Onslaught', the most recent of Unilever's efforts to foster self-esteem, has also launched a controversy about the sincerity of its commitment to 'real beauty.' The video has been posted on popular Internet sites like YouTube, where it has been viewed more than 750,000 times. Viewers are struggling to make sense of how Dove can promise to educate girls on a wider definition of beauty while other Unilever ads exhort boys to make 'nice girls naughty' and assure them, 'the more you spray, the more you get' in the Axe deodorant body spray ads."^[8]

Unilever has responded saying:

"Unilever is a large, global company with many brands in its portfolio. Each brand's efforts are tailored to reflect the unique interests and needs of its audience. The Dove brand is dedicated to making more women feel beautiful everyday by widening today's stereotypical view of beauty and inspiring women to take great care of themselves. As part of this commitment, the brand created the Dove Self-Esteem Fund to educate and inspire girls on a wider definition of beauty. The Axe campaign is a spoof, of 'the mating game' and men's desire to get noticed by women and not meant to be taken literally." ^[9]