I have to say I was nothing less than astounded to read the lead article in Marketing Week (MW September 28) “Unilever launches first Web-based soap opera”.
Having produced what we believe to be the first web-based soap opera back in 1998 on behalf of our clients ACDOCO (another soap powder manufacturer), we would beg to differ. Neither was Unilever the first to identify students as a key target audience for soap powder as the strategy for the ACDOCO site was the same with similar offline promotions held at major universities. Other offline support included ads in publications such as VIS.
The main point I would like to make is that this is neither new, nor newsworthy within the marketing industry press, despite being from Unilever. I am also surprised that you were not aware of the ACDOCO site, as it was nominated for one of the prestigious Yell awards and featured in many national publications.
In fact I would like to see my client ACDOCO receive recognition for being two years ahead of Unilever with this initiative, with accusations of plagiarism directed towards Unilever. Hardly likely to happen though is it?