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CHAPTER 4

The Power of Hope

Optimism Sparks Action

Gina Boswell is general manager of Unilever’s UK and Ireland business—the company’s fourth-largest market and the “jewel in the crown” of the Dutch-Anglo consumer goods giant.1 When Gina took over this division, Unilever was trying to decide what to do about one of its best-known marketing campaigns.

Several years before Gina joined the company, Unilever had taken on the advertising world when it launched a campaign for Dove, a brand that includes soaps, lotions, and other personal care products for women. The new ads on billboards and television shocked people. Gone were the very young, rail-thin ...

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