Unilever to mark sustainability efforts through corporate campaign

Unilever has confirmed it will launch a corporate brand campaign to showcase its sustainability efforts through its brands, as previously revealed in Marketing magazine.

Unilever:  corporate campaign set to underline its sustainability credentials
Unilever: corporate campaign set to underline its sustainability credentials

The campaign which forms part of Unilever's Sustainable Living Plan, will aim to encourage more sustainable behaviour – such as using less water when washing clothes – while promoting the sustainability of its brands.

The move marks a major push by Unilever to drive awareness of its corporate brand. Its marketing has previously focused largely on driving awareness of its individual brands.

Details of the global drive broke in June last year, with an expectation for the strapline to state "Small actions, big difference", and to result in consumers having a better understanding of the diversity of Unilever's product range, across brands such as Ben & Jerrys, Lynx, Dove and Sure.

Unilever began using its corporate logo within its UK advertising in 2009, and, last year outlined a fundamental change in its approach to its marketing through the implementation of a fresh marketing philosophy, described in the phrase, "More magic, less logic".

Yesterday (24 April) marked a year since Unilever launched its sustainability initiative.

The company aims to double its profitability and halve its environmental impact by 2020 through the plan, by taking responsibility for the company's impact on the environment throughout the development process of its products, from the sourcing of raw materials, through to consumers' use of products to cook and wash.

Unilever set three targets for 2020: to help more than one billion people improve their health and wellbeing; to halve the environmental footprints of its products, and to source 100% of its agricultural raw materials sustainably.

Unilever said that globally, 24% of its total agricultural raw materials are now being sourced sustainably, versus 14% in 2010. It added that 90% of its leading spreads within its food division now contain less than one-third saturated fat, while renewably energy now contributes to 20% of Unilever's total energy use.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published