Unilever Markets Snuggle Fabric Softener

Unilever markets Snuggle fabric softener. It uses the image of a soft bear named Snuggle in television and print ads for the fabric softener. Replicas of the Snuggle bear were used as a sales promotion by using the pictures of the cute bear on T-shirts. The Snuggle bear is also used extensively on the product's web site. In addition, the Snuggle bear was used as the spokesperson for a children's literacy campaign sponsored by Snuggle fabric softener. Unilever has an integrated marketing approach and is focusing on

A) mass marketing and customer acquisition.
B) mass media to carry on a monologue with customers.
C) functional department planning and monitoring.
D) strategic consistency on brand messages.