Posted by Dale Buss on February 12, 2013 11:17 AM
Unilever is declaring that it wants to craft "brands for life," and is launching its transformational philosophy in India.
The U.K.-Dutch CPG giant says it believes that the new approach will boost its corporate mission of doubling its business and halving its environmental footprint, Unilever CMO Keith Weed told the Times of India. The basic idea is to put people first — not brands — and to disrupt traditional thinking as pathways for unleashing the true and long-term power of its brands. That includes putting "an environmental and social mission at [the] core" of brands such as Lifebuoy and Surf Excel, Weed said.
"It's a new approach to marketing," he said, which "stands on three pillars. The first is putting people first. Second is the power of the brands. And the last thing is a classic piece of what we call 'unlock the magic' ... some kind of a spark that can catch people's attention."Continue reading...
Posted by Sheila Shayon on October 15, 2012 04:55 PM
An estimated 3,000 kids die daily, and more than 3.5 million children do not live to the age of five, largely due to diarrhea and pneumonia – both manageable with soap and water. People worldwide wash their hands with water, but far too few use soap, particularly at crucial moments such as after using the toilet, cleaning a child, or before handling food.
In 2008, Unilever, its Lifebuoy soap brand, and Population Services International (PSI) joined forces to declare October 15th Global Handwashing Day. Last year, the public-private partnership produced a PSA starring actress Mandy Moore, among other efforts.
This year's Global Handwashing Day bring a new partnership with the Millennium Villages Project, a joint effort by the Earth Institute at Columbia University and the United Nations Development Program. The PSA simply asks for support for an initiative working with 500,000 people in rural villages across ten countries in sub-Saharan Africa as part of a bigger goal to reach one billion people:Continue reading...
Posted by Mark J. Miller on May 7, 2012 11:01 AM
Unilever introduced its 10-year Sustainable Living Plan in 2010 and just released its first progress report to regulators, organizations and other partners.
Unilever made a challenge to itself that not many other manufacturers have been willing to match. The idea, as the Guardian notes, is to take “responsibility for the environmental footprint of its products right across the value chain, from the sourcing of raw materials all the way through to the consumer's use of products to cook, clean and wash.”Continue reading...
Posted by Shirley Brady on June 2, 2010 05:00 PM
Ford and GM posted stronger sales in May, as Ford confirms rumors that it's ending its Mercury brand.
Investors bet on BP rebound as US Gulf coast cities use digital billboards to lure tourists back to the beach.
Viacom veteran turned digital exec Herb Scannell is now running the BBC's US brands, including BBC America.
Amazon's Kindle e-reader will be available in US Target stores starting Sunday.Continue reading...