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Unilever's Mission for Vitality

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


The Unilever's Mission for Vitality case was created to help students and managers develop an appreciation for how the values underlying a marketing campaign can affect and alter an organization's culture. The case focuses on how two products and marketing campaigns that express conflicting underlying values (as reflected in the Dove Real Beauty and the Axe Effect campaigns) within the same corporation can give rise to a number of unintended organizational and marketing complications.



Austen-Smith, D., Galinsky, A., Chung, K.H. and LaVanway, C. (2017), "Unilever's Mission for Vitality", Kellogg School of Management Cases.



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