Change has worked with Unilever on three major projects: Hellmann’s, Go Blue, and a worldwide green brand launch.
Each time, the global packaged goods giant used Change to get past a bottleneck in brand strategy.
In the first case, Hellmann’s was engineering a switch from glass to plastic packaging. The brand team engaged Change to Audit the green merits of glass vs plastic – from production to shipping to recycling. With insights from the Audit, Change held a 2 day Build brainstorm with the brand team, ad agencies and retail partners. The insights were brought to life through ideas and innovations generated, culled and optimized in the Build. The final step for Change was monitoring the implementation, and assisting the ad agencies in creating the communication for the program.
Based on the success of the Hellmann’s engagement, Unilever called on Change to simplify and amplify it’s water-focussed sustainability program ‘Go Blue’. Again, Change began with an Audit – creating a matrix of corporate ‘green consumer engagement’ programs, determining market gaps, assessing potential partners, and mapping out creative insights. These insights were taken to a 1 day Build, where the program was amplified with innovative partner programs, branding, and a consumer engagement program that challenged participants to waste less water in their shower ritual.
Finally, Change was brought in to create a communication platform for a worldwide green brand launch. Again, this engendered a robust Audit, and Build brainstorm. The delivered document mapped out the architecture of the new brand’s communication vis a vis competitive brands, and other Unilever brands. The launch is still a year away, but Change’s brand book is being used to inform development of design, retail presence, communication and packaging.
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