Sandra Rupp's Davos Diary: The Yin & Yang of Leadership

Beautiful OR Average? Why I want to work with Unilever CEO Paul Polman & Give DOVE a Creative Makeover

Posted on: April 15, 2015

UPDATE: Soon after this post, Unilever’s CEO @PaulPolman joined Twitter, modified his website & can now read Sandra’s Tweets directly (click to follow their tweets). He also added another lady to his CEO Team. STAY TUNED

“What message is new Dove Ad really sending to our daughters?” Telegraph

“Dove’s ‘Beautiful or Average’ Ad: does it do more harm than good?” ETonline

“Dove is Really Reaching with this New Stunt that Forces Women to Label Themselves ‘Average’ or ‘Beautiful'” Fast Company magazine (click to view)

BOTTOM LINE: I have talked openly about how much I admire Unilever CEO’s Sustainable Living Plan. If I am appointed to his CEO Team, I will have more choices for Dove doors: including Kind-Hearted, Feminine & Fearless. Dear Ad Age & Sir Martin: he needs a female Chief Creative for Dove. The one positive thing about the Ad was they took my advice & filmed women around the globe! xo Here’s my new video offering to work with Paul as Chief Creative Advisor on Dove & other brands. Click to View: 

Dove has Women Walk through Doors Labeled ‘Beautiful’ or ‘Average’….” Beauty Editor Arabelle Sicardi of BuzzFeed

Dove’s New Choose Beautiful Ad Sparks Online Backlash.” Nicole Arce in Tech Times

ORIGINAL POST: Just imagine this scenario: a male CMO & male SVP of Brand, a male Chief Creative Officer, and even male Directors of an Ad Agency hatch a plan to have the Ad Team fly to five cities and film women walking into office buildings or malls for a female soap product. But first they plan to put up two huge signs: on top of Door #1 is a sign that says BEAUTIFUL. On top of Door #2 is the sign AVERAGE. And then they film the majority of the women walking through the AVERAGE Door! Wow you can’t even make this stuff up…I really need to help CEO Paul Polman promote the positive self-esteem in his Sustainable Living Plan. As some of you know, I helped him clean up the Axe Ads (see Videos to Paul on YouTube), but now I’d like him to hire me to give Dove a Creative Makeover. As I pointed out in my prior Dove post, Beautiful is a man’s word (click to see more). But there’s more that Unilever’s CEO needs to know: the BuzzFeed Beauty Editor mysteriously had her critical Dove post temporarily deleted – and then restored when BuzzFeed’s Editor-in-Chief admits he blew it after a Slate article. So why did he temporarily delete the post? Last time I checked PR Firm Edelman had been contacted, but there was no comment – Richard & Sir Martin please give me a call. Because I suspect Paul will be siding with me – because top women Execs, Journalists & customers are worn out being told we have to think like men. Calgon take me away ~

Sandra Rupp was placed on the THINKERS50 Guru Radar list for world’s top business thinkers and has consulted to and advised global Fortune 100 executives her entire career. A Kellogg MBA alum, she studied International Business & Art at Oxford University. Support her with a Vote at www.thinkers50.com She is intrigued & impressed by the #SustLivingPlan. Please email this post to Paul who has most recently been traveling in the USA.  www.sandrarupp.com  www.parthenonadvisors.com STAY TUNED. 

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