Dove's "real beauty" commercials became famous by showing models who weren't. Now it's showcasing female disc jockeys to attract young consumers to the Unilever division's deodorant products with a campaign cross-promoted by MTV. The "Fresh Spin" campaign, launching Sunday at the Video Music Awards, spotlights three young deejays in a new video series, social media and a new Web site, dove.mtv.com. The effort, via Wilton, Conn.-based Ryan Partnership and Mindshare, includes a Twitter contest, "Twitter parties," and a "Mix Master" game on the Dove/MTV site.

Ineffective advertising is behind slow sales at Gap's Old Navy brand, according to Glenn Murphy, chairman-CEO of Gap Inc. He said the ads from the "Old Navy Records" push reached mostly moms, but few others. BrandIndex data shows that during the campaign buzz scores went up among women with children, but fell for all other female consumers.

Stuart Elliott points out that it's pretty rare that a company acquires another, then changes its name to the brand or company it consumed. Examples show why it's a no-brainer: SBC Communications bought AT&T and became AT&T; Chemical Bank grabbed Chase, and doffed Chemical; Allied Signal became Honeywell. And now Unitrin, a Chicago-based insurance company with $2.7 billion in revenue (which Elliott rightly suggests sounds like an analgesic) will become the Kemper Corporation, assuming the name of its Kemper division.

Detroit automakers have made strides in the past two years winning compact car owners to vehicles like Ford Focus and Chevrolet Cruze, but they are going to have to do better if they want to prize the Asians from a segment they have dominated for years, a comparison test by Kelley Blue Book suggests. In a test of comparably equipped Hyundai Elantra, Honda Civic, Focus and Cruze sedans, the Civic and Elantra tied for first place, the Focus was third and Cruze fourth. "If this were a beauty contest, or a price war, the 2011 Hyundai Elantra would …

Sunoco CEO Lynn Laverty Elsenhans, who became Sunoco CEO in 2008, has been named one of the world's most powerful women for the fourth straight year. She came in at No. 46 on this year's Forbes World's Most Powerful Women list. In previous years, she was No. 39, No. 10 (2009) and No. 36 (2010). Among other women on the list are Hillary Clinton (No. 2), Michelle Obama (No. 8), Oprah Winfrey (No. 14), Diane Sawyer (No. 47) and Queen Elizabeth II (No. 49). Sunoco posted a $101-million first-quarter loss this year, though. Elsenhans, who called it "unacceptable," …

Apple and its lead agency TBWAChiatDay are apparently building national ad creative for the iPhone 5 launch this fall. Sources say shooting for television spots is taking place in Los Angeles. Another person is saying spots will break around the first week of October. Other reports say iPhone 5 is going to be on shelves in October versus September because of Tim Cook's ascension at the company.

For those who have read/heard at least 1,005,476 words about Steve Jobs since Wednesday, here's his life and work in a (silent) nutshell. It's all true, folks.

Macy's grabbed the top spot in the Digital IQ Index, a ranking of retail brands based on their "online competence." The index, which measures 64 brands around four parameters (site design, digital marketing, social media, and mobile), gave Victoria's Secret the No. 2 spot. Nordstrom, Sephora and Urban Outfitters, Threadless.com, and Bloomingdales were also in the top 10.

CVS Caremark Corp. named the former president of stores at Macy's Inc. to be its new president of the CVS/pharmacy division. Chief Executive Larry Merlo previously held the top spot. Mark S. Cosby will be responsible for all aspects of the company's retail business including its more than 7,200 retail stores, 19 distribution centers as well as retail merchandising, supply chain, marketing, real estate, front store and pharmacy operations. The appointment is effective Oct. 1.

If Whole Foods does it, expect a trend. The nation's largest natural foods chain will, over the next three months, open membership-only Wellness Clubs in a handful of stores, including the first one in Dedham, Mass., which opened last week. For a one-time fee of $199 and monthly membership dues of $45, shoppers can get lifestyle evaluations and access to classes in nutrition, cooking and health, along with 10% discounts on 1,000 better-for-you foods sold in Whole Foods. The company plans to expand the Wellness Clubs to most of its 310 stores if the test is a success.