5W's CPG Citation Index 2026 finds Unilever's Vaseline (8%), Lipton (12%), Hellmann's (8%) nearly invisible inside AI while Dove (68%) dominates. Neutrogena leads at 85% through dermatology positioning. Celsius beats Gatorade through community infrastructure.
Three soap brands, three completely different PR doctrines. Dove built #RealBeauty for 21 years. Dr. Bronner's runs label-text PR and activist CEO David Bronner. Method built design-as-PR to SC Johnson acquisition. In a 150-year category, PR is the only moat.
Elmo asked four words on X and got tens of thousands of replies about exhaustion and despair. The upside and the crisis were the same event — and the Sesame Workshop response is the most instructive brand case study of the last several years.
Eleven PR campaigns that redefined the discipline — Spotify Wrapped, Patagonia, Dove Real Beauty, Fearless Girl, the Ice Bucket Challenge, Old Spice, Barbie, and more — what each did, why it worked, and the traits they all share.
EPR's canonical Unilever reference — the global CPG house built on 400+ brands and two centuries of consumer trust. The companion pillar to P&G coverage. The five segments, the iconic campaigns (Dove Real Beauty, Axe repositioning, Lifebuoy, Ben & Jerry's), the sustainability discipline, the crisis architecture, and the 2024–2026 strategic reset.
