Unilever Ditches Self Esteem as a Marketing Concept in Favor of Good Ol’ Misogyny
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Posted by Lucinda Marshall November 20th, 2007 |
cross-posted from the Feminist Peace Network blog:
Remember Dove’s Campaign for Real Beauty which got so many kudos for talking about self-esteem and positive body image at any age? Turns out that Unilever, the company that makes Dove, actually has no qualms about objectifying women to make a sale. Many thanks to Ben Atherton-Zeman for pointing us to
Unilever’s Sunsilk Color Showdown
where you can fill out a really enlightening survey that asks:
- Who is better in bed–blondes or brunettes?
- Should the first female president be blonde or brunette?
- How do you rate your general awesomeness–answers range from a work in progress to so awesome that the Grand Canyon is jealous.
- Other questions include can you change a tire, how fabulous is your wardrobe, and what kind of mother will you be.
Unilever also lets us in on the result of their “secret experiments.” For instance under “Who is sexier?” we find out that blondes behave sexier, more brunettes admitted having perpetual panty lines, men on a “popular dating site” preferred blondes and best of all,
“When offered “FREE!! GIRLY PICS!!!” men preferred to peep at brunettes.”
If you haven’t died of nausea yet, you can take a shot at playing a trio of misogynist video games, including Whack a Blonde where you try to pound the most blondes or brunettes (pending which team you are on) with a giant mallet. Then there is Showdown Throwdown where a blonde and brunette duke it out. I was on the brunette team and we lost. In fact we were told,
“You lose. Whatever. That dirty blonde probably slept with the ref.”
There is also a Pop Quiz Surprise, but I could never get it to load (probably a blessing.)
If you happen to be in the mood to let Unilever know what you think of this hideous marketing campaign, you can do so here. You can also call them at 1-866-SUNSILK Monday-Friday 8:30 AM-6:00 PM Eastern Time.
November 20th, 2007 10:07
[…] Unilever Ditches Self Esteem as a Marketing Concept in Favor of Good Ol’ Misogyny: Remember Dove’s Campaign for Real Beauty which got so many kudos for talking about self-esteem and positive body image at any age? Turns out that Unilever, the company that makes Dove, actually has no qualms about objectifying women to make a sale. Many thanks to Ben Atherton-Zeman for pointing us to Unilever’s Sunsilk Color Showdown where you can fill out a really enlightening survey that asks: * Who is better in bed–blondes or brunettes? * Should the first female president be blonde or brunette? * How do you rate your general awesomeness–answers range from a work in progress to so awesome that the Grand Canyon is jealous. * Other questions include can you change a tire, how fabulous is your wardrobe, and what kind of mother will you be. […]
November 20th, 2007 18:52
Wow. I thought the Bom Chicka Wah Wahs were bad.
http://deepmuckbigrake.com/2007/10/14/slbtm-unileverdoves-real-beauty/
Self-esteem … my ass.
November 21st, 2007 14:02
I recently wrote to Unilever about their Sunsilk line and received a reply the same day.
My letter:
“When your company first released their Sunsilk line of products, I was offended by your degrading commercials that targeted women by making them feel insecure about the quality of their hair. I decided then that I simply would not try your product as I was satisfied with what I was using at the time and was far from motivated to try
Sunsilk.
Your more recent revamp of your product advertising is even more offensive and honestly is down right tasteless. It is shameless in its pairing blonds and brunettes against each other, and in its constant sexual innuendo. I am sorry that your product is so below standards that you must sink to this level of advertising to stir interest. It is obvious to me that Sunsilk is an inferior product, and rather than fix the formula, you would belittle women, play on make-believe rivalries, foster stereotypes, and sew a general dissent among women.
I am used to seeing sex used as a sole means of advertising, I do not purchase products when this is their only means of selling. If your products cannot sell on its merits alone, then you need to rethink the line.
Your Dove line had a wonderful campaign that you rolled over on in favor of this more misogynistic one, I am sorry. You do have some lovely products, and I am a user of several of them. However, I will not use your Sunsilk line and will see to it that my family and friends do not as well. Also, until you pull this offensive advertising campaign in favor of something less sexist, I will rally my troops and make sure you know how women feel about this.
Sincerely,
Serra Head”
Their incredibly prompt reply:
“Hi Serra,
Thank you for contacting us!
We are writing in response to your comments regarding our advertisement for our products. As a manufacturer we feel it is a major responsibility to provide our friends and consumers with the most creative and informative means of advertising possible. Needless to say, we are most concerned with your comments as they suggest we may not be successfully promoting this message on behalf of our product.
Please accept our sincerest apologies for offending you with our Color Showdown advertising campaign. Please know that was not our intention. The intent of the advertising campaign was to play off the absurdity of stereotypes and competitiveness based on hair color. We misconstrued the impact of our message. We do not endorse violence or stereotyping based on hair color or any other factor, for that matter. We will certainly pass your comments to our Brand Team.
Unilever is a large, global company with many brands in its portfolio. As a corporation, we have different brands that meet different needs. Each brand responds to its audience’s needs as well as the changing environment of consumer communications.
We appreciate you taking the time to contact us with your comments, and we will forward your concern to the appropriate staff.
Thanks for your interest,
Sunsilk Consumer Services
Khw”
I understand that they don’t condone violence based on hair color, but they certainly endorse it with their games and ads. Also, I don’t see how they couldn’t have seen their ads as offensive when they insinuate blonds are slutty and brunets are easy. I am glad they replied, honestly I didn’t expect one, but their excuses are far from comforting.
November 24th, 2007 10:56
http://commercialfreechildhood.org/pressreleases/axtheaxe.htm
Another commentary/write unilever on there crappy campagin ad article.
Man, it really hurts my brain to think that marketers think women are that dumb to buy a product based on these stereotypical commercialism.
November 25th, 2007 22:59
Remember, Unilever also create Axe Body Spray. Have you seen those ads? Utterly disgusting.
November 27th, 2007 12:50
Congratulations, Lucinda — Advertising Age is paying attention:
November 27th, 2007 13:35
Diane–thanks! While I love preaching to the choir, it is very nice to know that someone besides the usual suspects is paying attention!