Financial Times

Unilever in drive to build corporate image
A current aggressive corporate advertising campaign launched by multinational Unilever is designed to create greater awareness of the company among consumers and stakeholders, its brands director, Amal Cabraal said.

While Unilever has maintained a presence in the island for many decades and its consumer products were popular, the company itself was not as well known, particularly in rural areas. "Unilever as a company is not really known," Cabraal said. "What is known are our brands."

The campaign, covering virtually all Unilever brands available here, is being carried out in almost all major newspaper groups and will run till the end of the month. Cabraal said it costs a "tidy sum."

Cabraal said Unilever embarked on the campaign to project its image partly to satisfy stakeholders such as staff, suppliers and distributors, to whom the corporate identity is important, as well as reinforce awareness among consumers.

"From a consumer's point of view, our range of products are used right through the day - whether it is brushing your teeth, having the first cup of tea, or a sandwich - right through the day we contribute to making the quality of life of the people that much better," he said. "So we thought of doing a campaign which says one company is behind it."

The campaign was entirely home grown and marked a change in corporate attitude which had previously focused on building brands. The company, which hitherto had been secretive, has also been getting more media exposure in recent years as part of a policy of opening up.

Back to Business