Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Compact case
Subject category: Marketing
Published by: Amity Research Centers
Published in: 2019

Abstract

This compact case provides executive as well as PG participants of marketing course, scope to examine, discuss and learn about the perils following edgy strategy related to brand values and image. At the same time, participants of strategy, advertising and PR management courses can also use the case to discuss and learn about the aspects relating to reputation, account and media planning, trademark, and creative management. The case highlights a recent episode involving two reputed consumer goods giants Unilever PLC's (Unilever) and Kraft Heinz Company's (Kraft) brands - Dollar Shave Club (DSC) and Devour frozen food (Devour), involved in running ads on well-known adult website, PornHub, apparently to gain exposure and impressions, besides, as a part of brand activation exercise, respectively. However, the corporate brands had drawn lot of criticism from different quarters for choosing the website to advertise their brands, while the website was accused of promoting illegal activities. Although, the brands pledged to avoid the website in future, on the other hand, the website defending itself assured of following robust content policy, experts raised legitimate concerns over the brand owners and called for closer inspection of various teams' actions.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
World/global

Featured companies

Dollar Shave Club
Type:
Public company
Industry:
Men's Grooming
Kraft Heinz
Type:
Public company
Industry:
Food
PornHub
Type:
Self-owned
Industry:
Pornography

About

Abstract

This compact case provides executive as well as PG participants of marketing course, scope to examine, discuss and learn about the perils following edgy strategy related to brand values and image. At the same time, participants of strategy, advertising and PR management courses can also use the case to discuss and learn about the aspects relating to reputation, account and media planning, trademark, and creative management. The case highlights a recent episode involving two reputed consumer goods giants Unilever PLC's (Unilever) and Kraft Heinz Company's (Kraft) brands - Dollar Shave Club (DSC) and Devour frozen food (Devour), involved in running ads on well-known adult website, PornHub, apparently to gain exposure and impressions, besides, as a part of brand activation exercise, respectively. However, the corporate brands had drawn lot of criticism from different quarters for choosing the website to advertise their brands, while the website was accused of promoting illegal activities. Although, the brands pledged to avoid the website in future, on the other hand, the website defending itself assured of following robust content policy, experts raised legitimate concerns over the brand owners and called for closer inspection of various teams' actions.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
World/global

Featured companies

Dollar Shave Club
Type:
Public company
Industry:
Men's Grooming
Kraft Heinz
Type:
Public company
Industry:
Food
PornHub
Type:
Self-owned
Industry:
Pornography

Related