Thursday, July 14, 2011

Poland: Dove Misses An Opportunity

While staying at a Holiday Inn in Krakow, Poland, I was surprised to see Dove shampoo and body cream wash in the shower. What a great branding opportunity!

I have to admit that I was somewhat surprised ... only because I'm used to seeing products that are either branded with the hotel name or are an upscale brand name, like L'occitane or Aveda. The thought of a mainstream product (which can easily be purchased at a local Walgreens in the U.S.) intrigued me. I must offer a head nod to Unilever on the placement of this product in a Polish Holiday Inn.

However, I must admit, I was somewhat mystified when I turned to the sink and found additional shampoo and shower gel, under the brand name Damana Fresh. First, the shampoo seemed redundant ... just how much shampoo and shower gel does a person need? But, secondly, it seemed like a missed branding opportunity for Dove. Why not negotiate an exclusive arrangement for Dove?

I suspect there's some hidden detail that I am not privy to that explains this brand mismatch. Because knowing the likes of Unilever, it's unlikely they would miss this branding opportunity.

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