Unilever Unleashes a Global Campaign To Boost Awareness
Ask the average consumer if they’ve ever bought a Unilever product and they’re likely to give you a blank stare. While many of Unilever’s 400+ brands are well-known – there’s Ben & Jerry’s, TRESemmé, and Hellmann’s, just to name a few – the parent company has often lingered in the shadows. But now Unilever is hoping to raise its own megabrand profile with a worldwide social media blitz. So, to help boost awareness, Unilever has unleashed a global campaign.
The campaign, titled “Project Sunlight,” comes at a time of increasing uncertainty for the Anglo-Dutch conglomerate. Many of their brands have performed well over the past decade, but the latest quarterly profits have sunk their lowest point since the nadir of the financial crisis in 2008.
Unilever will roll out the campaign simultaneously in the US and UK, as well as Brazil, Indonesia, and India. They’ve even enlisted Oscar-winning filmmaker Errol Morris to direct a promotional video for the campaign. The media push will place heavy emphasis on the company’s sustainability efforts and links to social causes, encouraging consumers to visit their website and commit to positive changes in their own lives.
Ultimately, though, this is all about survival. Unilever is hoping to join the ranks of international corporate behemoths like Coca Cola and Nestlé, companies who own dozens of brands but always make sure that their original one shines the brightest. Unilever seems to have noticed that, despite whatever revenues and growth projections might say, nobody dares to imagine a world without Coca Cola.