'Ay Yi Yi!' Trump Shocked, Brings Both Teams From NBC's 'The Apprentice' Into Boardroom, After They Fail the Dove(R) Cool Moistu
11 Februar 2005 - 10:00AM
PR Newswire (US)
'Ay Yi Yi!' Trump Shocked, Brings Both Teams From NBC's 'The
Apprentice' Into Boardroom, After They Fail the Dove(R) Cool
Moisture Challenge Dove Offers to Send Kristen To Marketing Boot
Camp GREENWICH, Conn., Feb. 11 /PRNewswire-FirstCall/ -- In the
battle of Book Smarts versus Street Smarts, neither team impressed
in the challenge to launch the new Dove(R) 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." About Dove Dove, manufactured by
Unilever North America, is the No. 1 personal wash brand
nationwide. One in every three households uses a Dove product1,
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 States(1). 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
http://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. About Unilever Unilever (NYSE:ULNYSE: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
http://www.unilever.com/ . 1. AC Nielsen (2004) DATASOURCE:
Unilever CONTACT: Kate Gordon, +1-212-642-7764, or Kevin Pchola,
both of Edelman, +1-212-704-4564; or Stacie Bright of Unilever,
+1-203-625-1130 Web site: http://www.dove.com/
http://www.unilever.com/
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