Magazine article Marketing

Unilever Brands to Carry Corporate ID

Magazine article Marketing

Unilever Brands to Carry Corporate ID

Article excerpt

Unilever is to revamp its corporate logo and feature it on all its major products next year, in an all-out global attempt to position the Unilever name as secure and responsible in consumers' minds.

The Anglo-Dutch FMCG giant is working with branding agency Wolff Olins on redesigning its blue 'U' logo to give it a softer, consumer-friendly look and feel. It is understood it will roll out the Unilever logo on its products and packaging from the middle of 2003.

The strategy applies to the company's so-called 'Path to Growth' brands, which it identified in 2000 to receive the bulk of the company's ongoing investment.

Unilever is midway through its five-year plan to cut its huge brand portfolio from 1600 products to 400. These include household brand names such as Persil, Dove, Flora, Knorr, Lipton Tea and Hellmann's mayonnaise.

In addition, the company will for the first time promote unilever.com on all products, encouraging customers to visit the site to discover more about its brand portfolio and its credentials as an environmental and socially responsible company. …

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