Round 1 Brands with Purpose
Unilever was founded on the purpose of ‘making cleanliness commonplace’ through its first branded soap – Sunlight. The purpose connected and engaged with people by focusing on reducing the burden of household chores carried out by women through the superior functional benefits of the soap. Therefore, from the beginning of its time, Unilever has pioneered a di erent kind of business by putting people first and demonstrated that a strong sense of purpose leads to success. Purpose is how we define who we are, what di erentiates us in people’s mind and what guides us in solving a bigger issue in the world. At Unilever, our brands embody purpose in what they do and in what they say. In 2018, our purpose-led brands grew 69% faster than the rest of the business, driving 75% of our overall growth. It shows how brands with a purpose at their core don’t just do good for the people and the planet, but for the business as well.
As people become more concerned about the challenges faced by the world, the impact of technology and the speed of change, we have an opportunity to rewrite the rules of the business by creating brands that combine superior experiences, bold innovations and a sustainable living purpose. And thus, we have pledged to transform every brand in Unilever into a brand with purpose. LET’S SEE HOW ONE OF OUR PURPOSE-LED BRANDS pepsodent TRANSLATES ITS PURPOSE INTO ACTION
Pepsodent toothpaste was introduced in the United States in 1915. While most of the oral care brands in the market have commoditized its products, Pepsodent has UNLOCKING been relentlessly working to solve the oral health issues around the world. The brand was established with a THE POWER vision to be consistent and purposeful. OF SMILES WITH PEPSODENT
In Oral care, we have a real issue- tooth decay is happening at a large scale- not in some far away place, but in all countries. Tooth decay is the world’s WHAT IS most widespread disease and one of the most rising THE BIGGEST problems among children in modern times. Tooth decay occurs when plaque, the sticky substance that ORAL HEALTH forms on teeth, combines with the sugars or starches PROBLEM of the food one eats. IN THE WORLD? PURPOSE: We spread outstanding oral health so that everyone can unlock the power of their smile The single habit that can combat tooth decay is brushing your teeth twice daily and Pepsodent has been in the mission of helping teach kids brush day and night for almost 100 years. In 2018, Pepsodent commissioned a global research on the impact of poor oral care on school attendance and results on children between 6 and 17 years old and their parents. It is the first research of this kind on a global perspective and it has helped us understand the challenges and di culties that poor oral care and dental problems bring, and their impact on school life and personal life of many kids around the world. Global statistics show that almost 1 in 3 children missed school due to oral pain in the last year.
The problem at hand is bigger than it seems. Statistics say 27% of the people are unaware of the benefits of brushing, 19% forgets to brush their teeth, 15% thinks they do not have enough time to brush twice daily and 13% are too tired to brush two times a day. Pepsodent takes the responsibility to change the status quo and create a world where no children will miss a day of school because of pain from tooth decaying. HOW DOES PEPSODENT TRANSLATE ITS PURPOSE INTO ACTION?
Pepsodent acts with love to support families in their quest for great oral health and gorgeous smiles. Love, not fear, is the best trigger to nurture good habits. That’s why Pepsodent, the keepers of mum’s heart, helps kids be on a mission to inspire parents and kids to brush twice daily and smile more. In line with its brand personality, the brand runs various global and local campaigns to bring its purpose alive to its consumers in a relevant and meaningful way.
World Oral Health Day Pepsodent celebrates World Oral Health Day (WOHD) in partnership with FDI-World Dental Federation all around the world. In Bangladesh, the event is also celebrated and amplified in a big way in order to raise awareness about the benefits of brushing twice a day. Alongside FDI, the brand partners with Bangladesh Dental Society (BDS) to get 10,000 Registered Dental Experts from all around Bangladesh together to drive the mission.
Read more about it here: http://www.newagebd.net/article/67971/world-oral-health-day-celebrated-in-dhaka
Little Brush Big Brush School Campaign Pepsodent wants its “brush day and night” message to reach more consumers and over a longer period of time than just on World Oral Health Day. The objective is to create long-term behaviour change with parents and children, on a mass scale, which requires frequency and ongoing engagement. Hence, Unilever Bangladesh launched the Little Brush, Big Brush School
campaign with the aim of educating school children about the importance of brushing twice daily, and in turn empower them to be ambassadors of change by motivating their parents to brush day and night as well. The campaign engages with kids using the little brush big brush characters to make the learning fun thus making it memorable. Globally we have touched the lives of 80 million people with this purpose-led campaign and touched about 2 million kids in Bangladesh. Pepsodent Presents Rayeed and Riyad To transcend the message beyond school activations, Pepsodent also launched a campaign featuring Mahmudullah Riyad and his son Rayeed in video bytes that emphasize the importance of parents in developing the habit od brushing in their children. The campaign portrays brushing as a fun activity while teaching people the right techniques of brushing and the importance of brushing twice daily. The campaign has been run on both digital and traditional media.
See the video here: https://www.youtube.com/watch?v=USzifsxMuVo&feature=youtu.be&fbclid=IwAR1junO7osYo1 JJoB418IYt955c0r-CuqZzarEn3yGnSo6jpbbgyewqTwmU
Dentist partnership Last but not the least, Pepsodent partners with Dentists who hold educational sessions in school campuses with modules created by World Dental Federation in partnership with Pepsodent.
See the video here: https://www.youtube.com/watch?v=DGnwxjHq_GI
BY BRINGING ITS PURPOSE ALIVE TO ITS CONSUMERS ACROSS VARIOUS TOUCHPOINTS PEPSODENT HAS BEEN A CATALYST FOR DRIVING CHANGES AND WORKING TOWARDS A WORLD FREE OF ORAL HEALTH PROBLEMS CHALLENGE
Choose any one of our brands from the list provided and come up with 3 big ideas to bring the purpose alive in a relevant and meaningful way to our consumers.
*Choose any brand except Pepsodent THINK ABOUT ? What is the rationale behind selecting your chosen brand? What problem does this purpose-led brand solve? Who is your target audience?
What actions will you take to address the problem?
What communication will you be using to increase memorability? BEAUTY AND PERSONAL CARE
Purpose is how we define who we are, what di erentiates us in people’s mind and what guides us in solving a bigger issue in the world. At Unilever, our brands embody purpose in what they do and in what they say. In 2018, our purpose-led brands grew 69% faster than the rest of the business, driving 75% of our overall growth. It shows how brands with a purpose at their core don’t just do good for the people and the planet, but for the business as well.
As people become more concerned about the challenges faced by the world, the impact of technology and the speed of change, we have an opportunity to rewrite the rules of the business by creating brands that combine superior experiences, bold innovations and a sustainable living purpose. And thus, we have pledged to transform every brand in Unilever into a brand with purpose. SKIN CARE
FUNCTIONAL PURPOSE BENEFIT
To Democratize Providing unbeatable, Fairness- Build treatment-like fairness confidence of 3 billion solution by giving women in the visible fairness, developing and instantly and over time emerging world by giving them visibly fairer and even toned skin, giving them the wings to rise above the low expectations of society and chase their dreams
To heal everyone's Healing all types of skin, everywhere skin- from everyday to so they can fully the toughest skin participate in life conditions- to make it beautifully healthy
To Inspire every Providing the woman to rise above best-in-class, visible their inner voices and transformation of the take the first step skin, that delights the forward senses SKIN CLEANSING THINK ABOUT
FUNCTIONAL PURPOSE BENEFIT
To inspire? women to Giving a sensational defy judgements and shower experience What is the expressrationale their behind femininity selecting yourthat makes your skin chosen brand?unapologetically What problem does thisfeel beautiful and fragrant purpose-led brand solve? Who is your target audience?
To save lives by Providing unbeatable helping mothers germ protection that ensure their kids fall ill ensures children fall ill a little less often less often. Instill the knowledge and promote hygiene practices to help keep you and your family healthy even as germs evolve
What actions will you take to address the problem?
What communication will you be using to increase memorability? ORAL CARE
FUNCTIONAL PURPOSE BENEFIT
To inspire people to Making your mouth turn mutual attraction look, smell, feel and into action, free from taste amazing, so that self-doubt and the when you're ready to judgment of others make your move, your #freetolove mouth will be too HAIR CARE
FUNCTIONAL PURPOSE BENEFIT
To open up Giving girls hair that possibilities for girls looks and feels right everywhere whenever and wherever
To inspire people to Promising zero show the world recurring dandru and what they are made of scalp problems to by helping them people become resilient, clearing their anxieties and self-doubts. #keepaclearhead #nothingtohide
To equip women to Giving women make their presence professional quality count hair with keratin and argan oil MASTER BRANDS
FUNCTIONAL PURPOSE BENEFIT
To make a positive Delivering experience of beauty leading-edge, clinically universally accessible superior care that is to every woman delightful to use, to tangibly improve the skin and hair
Ayurveda's ancient Solving modern day wisdom for a modern lifestyle issues like day lifestyle premature greying, facial acne, hormonal spots, stress headaches HOME CARE FABRIC SOLUTIONS
FUNCTIONAL PURPOSE BENEFIT
To evoke freshness in Removing daily tough thought and attire dirt and malodours to make clothes not just clean, but also fresh
To give every progress Giving unbeatable seeker an opportunity whiteness and to shine brightness to your clothes, magnified by leading-edge technology, sustainable solutions and superior sensorial. Instilling the knowledge and tools to help you progress in life
To prepare kids to go Providing best in class far in life by unleashing laundry solutions for their full potential tough stain removal HOME& HYGIENE
FUNCTIONAL PURPOSE BENEFIT
To liberate women from Providing innovative daily chores by dishwashing solutions unlocking their time that provide maximum performance whilst using minimal resources
To win the war on Providing total germ poor sanitation kill, unbeatable cleaning and elimination of bad odours. You can see and smell it working! LIFE ESSENTIALS
FUNCTIONAL PURPOSE BENEFIT
Quest for everyday Providing health & wellness for uncompromising everyone on the planet purification designed for life, imaginative wellness solutions and a brilliant service ecosystem Essentials