Dove Apprentice Challenge
Dove offers to send Kristen to marketing boot camp after both teams fail.
In the battle of Book Smarts versus Street Smarts, neither team impressed in the challenge to launch the new Dove® Cool Moisture Body Wash, creating ads that Donald
Trump called "offensive" and "absolutely terrible," and ad exec Donny Deutsch said "sucked." Trump made the dramatic decision to declare no winner and bring both teams into the boardroom for the first time. He fired Kristen, project manager for Net Worth, because she showed "no control" and "no leadership." Trump challenged the teams to develop a television commercial capturing the essence of the new body wash, which includes green tea and pure cucumber extract, but both teams missed the mark completely. Magna’s sexually charged kitchen scene and Net Worth’s misuse of the product completely misrepresented the Dove brand and Cool Moisture Body Wash.
"Dove is better off making their own ad," said Trump. Thursday’s episode concluded with Trump and trusted boardroom advisor Carolyn Kepcher showing the world premiere of the real Dove Cool Moisture ad developed by Ogilvy Chicago.
"I think it's safe to say the teams’ commercials won't be winning any advertising awards," said Rob Master, senior brand manager for Dove. "We were hoping the teams would capture the clean, refreshing essence of Cool Moisture, but unfortunately they chose to go in a dramatically different direction."
Because of the terrible results, Dove is offering a Marketing Boot Camp to all Apprentice candidates, beginning with Kristen. Boot Camp will include an immersion at Dove headquarters with sessions from the industry leading beauty brand on advertising and brand marketing, as well as a critique on why the ads were so bad.
"The candidates showed they have a lot more to learn about promoting a brand than we expected," said Carolyn Kepcher. "We are giving them the opportunity of a lifetime to work with hugely successful companies. They should jump at Dove’s offer to go to headquarters to learn from the people who built their world-renowned brand."
Dove, manufactured by Unilever North America, is the No. 1 personal wash brand nationwide. One in every three households uses a Dove product, which includes bar cleansers, body washes, face care, anti-perspirant/ deodorants and hair care. Dove anti-perspirant/deodorant is the No. 2 female-oriented anti-perspirant/deodorant brand in the United States1. Dove is available nationwide in food, drug and mass outlet stores. Dove’s mission is to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves. Visit Dove at www.dove.com.
About "The Apprentice"
"The Apprentice" is produced by Mark Burnett Productions in association with Trump Productions LLC. Mark Burnett, Donald Trump and Jay Bienstock are executive producers. Conrad Riggs and Kevin Harris are co-executive producers.
Unilever [NYSE: UL, UN], one of the world’s largest consumer products companies, aims to add vitality to life by meeting everyday needs for nutrition, hygiene and personal care. Each day, around the world, consumers make 150 million decisions to purchase Unilever products. The company has a portfolio of brands that make people feel good, look good and get more out of life.
In the United States these brands include recognized names such as: Axe, "all," Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Eternity by Calvin Klein, Hellmann's, Lipton, Knorr, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave and Vaseline. All of the preceding brand names are registered trademarks of Unilever. Dedicated to serving consumers and the communities where we live, work and play, Unilever in the United States employs more than 15,000 people in 74 office and manufacturing sites in 24 states and Puerto Rico - generating approximately $11 billion in sales. For more information visit www.unilever.com .
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