Modern FMCG brands that run purpose-driven campaigns must surely all tip their hats in the direction of Dove.
CEO Alan Jope stressed Ben & Jerry’s decision to pull out of territories in Israel was made by the brand’s independent board and that Unilever remains “fully committed” to its business in Israel, as the FMCG giant recorded turnover of €25.8bn (£22.3bn) for H1.
The FMCG giant will stop using the word ‘normal’ to describe hair and skincare products and has banned the use of excessive digital editing as it looks to “do more good, not just less harm”.
Dove admits it has made mistakes as it looks to promote diversity, but says that given 70% of women don’t feel represented in advertising it is an issue more brands must tackle.
Marketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Consumers’ enjoyment of food is influenced by what they see and know in advance, and while flavour-focused messages improve perceptions, health-based ones actually harm them.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketing Week reveals the top 10 charity and not-for-profit marketers, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.