Observe this lovely recliner with the gaudy colors and professional football team signage (and if you were wondering, the answer is yes: you can accessorize this thing with beer can holders on the sides, if you want). I think millions of women would love to have this item grace their homes, and it would be really smart to spend a lot of money going after that opportunity… let’s advertise on Oprah and The View, see if we can get this into Bed Bath & Beyond, and even link it to some bridal registry websites.
Wait, you mean that is one of the dumbest ideas you have ever heard in your entire life?
Well, then you’ll love this one. And it’s actually real.
Really???? Dove has to be one of the most feminine brands in all of mainstream retail. The brand is so feminine, it has even transcended the beauty care business and is starting to become a torch bearer for women’s issues generally.
And now Unilever is trying to persuade guys to switch to “Dove Men Care”? Would any guy buy anything with a dove on it, never mind the brand Dove? Why, for the love of the Ford Edsel, would they not develop a new brand from scratch, go acquire a relevant trademark, repurpose an existing one with the right equity, or pursue any other number of options to take an otherwise good product to market with a branding scheme that makes more sense?
Axe… in many ways, the anti-Dove… is also owned by Unilever. It is phenomenally successful, so clearly Unilever knows the space, and one would think they know what they are doing. Maybe they are trying to appeal to guys who are not as guy-like as Axe guys. Or maybe older guys. Who knows.
I would be stunned if this actually worked, however. It’s overcooked- they thought too hard. What’s more, they risk compromising the core Dove brand for women. If you consider the same maneuver in the inverse, what could core Axe dudes think about their brand if one day they saw “Axe for Her” on the shelf, in a hot pink bottle, and the stuff smelled like lilacs?
Someone cue the 80s Prince song, “When Doves Cry.” My goodness.