Unilever Gets in Touch With Vice's Feminine Side
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Unilever is getting in touch with Vice’s feminine side as the marketer gets in on the ground floor of Broadly, an offering for women set to launch in August.
The wide-ranging deal will include some conventional advertising but focus heavily on content, initially covering the U.S., U.K. and Canada and four global Unilever brands Dove, Tresemme, Vaseline and Degree (the last of which goes by Rexona and Sure outside the U.S.)
Vice’s edgy style has made it one of the hottest media properties for men, and Unilever is hoping to tap into a similar phenomenon for women. In a press briefing during the Cannes Lions International Festival of Creativity on Tuesday, Unilever Chief Marketing and Communications Officer Keith Weed said Unilever similarly got in on the ground floor of Vice’s development five years ago. If anything, Broadly holds more promise for Unilever, which also markets Axe, but gets 77% of purchases overall from women, he said.
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