• USA Today, Monday, November 13, 2006 11:04 AM

Thanks to deft positioning of its multiple brands, Unilever's deodorant business has gone from a distant third to No. 1. Axe, Suave, Dove and Degree have all grown in double digits in the past four years, according to Kevin George, vice president and general manager, Unilever deodorants, because "each has a very different take and tone."

Since Degree started making gender-specific varieties three years ago--with different formulations, fragrances and packaging--it has moved from No. 7 to No. 3. Its message for men is about everyday risk-taking. For women, it underscores the acrobatics they must perform to prevent white streaks on their clothing if they use rival brand deodorants. This year, the men's business is up 23%, and the women's is up 7%.

But while Degree sales may be hot, the ads were not, according to consumers surveyed by Ad Track USA Today's weekly consumer poll. Just 10% like the ads "a lot," compared with the Ad Track average of 21%. That's okay with Unilever's George. "If you're a brand for everybody," he says, "you're a brand for nobody."

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