Unilever Case Study

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Unilever Case Study

  1. 1. UNILEVER: Single-minded growth business Unilever is big. 150 million times a day, in 150 countries, people choose to make Unilever brands part of their lives. But in the consumer goods ADDING VITALITY industry, growth is hard. Unilever decided that it was too diffuse, with TO BUSINESS too many brands, and with no unifying driver of growth. Unilever wanted to become a single-minded, idea-led growth business. Wolff Olins helped Unilever change, from an invisible owner of brands Telling the to a much more visible business, leading its brands through a single vitality story idea: ‘adding vitality to life’. We created a visual identity that expresses ‘vitality’ and that is starting to appear on every Unilever product. Under this banner, we also worked on dozens of projects to put vitality at the heart of the organisation – from designing workplaces to transforming the recruitment process to training employees how to pass on the stories that underlie the idea. And we’ve helped Unilever invent new products and projects that deliver vitality. Growing at 6% Every Unilever business, from China to Argentina, has embraced the vitality idea. Unilever is using the idea to determine which businesses to invest in, which to exit from, and where to innovate, and now spends almost €1 billion a year on vitality-driven innovation. Results are coming through: the new vitality-inspired Knorr Vie drink, for example, has sold 60 million bottles since launch. Unilever now has six new vitality-inspired products. By June 2007, Unilever was achieving an underlying sales growth close to 6%. In 2008 Unilever’s worldwide revenue reached €40.5 billion. Wolff Olins +44 20 7713 7733 +1 212 505 7337 +9 7144 01 9581 www.wolffolins.com © 2009 Wolff Olins Limited. All rights reserved.

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