Tag: Unilever

Singapore – Closeup, Unilever’s toothpaste brand, has rebranded in collaboration with creative growth agency MullenLowe Singapore. The revamped brand shifts Closeup’s focus from mere oral care to a beauty-first approach.

In a campaign with MullenLowe Singapore, Closeup highlights the importance of a bright smile in its definition of beauty. The campaign, launched in India, Indonesia, Vietnam, and the Philippines, aims to reach beauty-conscious Gen Z consumers.

The campaign features ‘White Now,’ Closeup’s new whitening products range that uses purple colour corrector technology.

Closeup and MullenLowe Singapore tailored campaign content for different touchpoints. It includes assets that are platform-specific, ensuring relevance and engagement.

In India, Closeup designed digital-centric campaigns, using a social-first approach to engage younger audiences.

Gem Laforteza, Unilever’s global brand director for Closeup, said, “Your smile is an essential part of your looks, a big part of your vibe and your confidence. Teeth whitening is not only oral care, it’s beauty. We’ve created Closeup White Now to celebrate the joy of beautifying. It’s also an expression of closeness & attraction, which Closeup has always stood for.”

Meryke Naude, beauty creative director at MullenLowe Singapore, said, “Closeup’s rebrand is built on deep cultural insights and real-time behaviour analysis. By aligning our campaign with the aspirations and values of Gen Z, Closeup’s messaging seeks to be fresh, authentic and exciting. We want to appeal to Gen Z consumers who are beauty seekers, with growing professional and lifestyle aspirations.”

“This approach helps the brand to forge a deeper connection with young consumers who are shaping the future of beauty and self-expression. We believe that Closeup is redefining the oral care category by positioning a bright smile as an essential part of beauty,” Naude added.

MullenLowe Singapore has been working with CloseUp for 12 years. The agency has helped the brand develop its brand key index and engage its audiences.

Indonesia – Lifebuoy, Unilever’s hygiene soap brand, has teamed up with MullenLowe agencies to launch a horror-comedy campaign targeting Gen Z in Indonesia. Amid record-breaking heatwaves, the campaign blends supernatural folklore with humour to promote Lifebuoy’s cooling body wash.

Developed by MullenLowe Singapore, MullenLowe Lintas Group, and MullenLowe Lintas Indonesia, the “Ketempelan Dinginnya” (“Get Possessed by Coolness”) campaign puts a playful spin on “Ketempelan,” an Indonesian term for spirits that cling to people, reimagining it through a refreshing, humorous lens.

In this campaign, “Ketempelan” is reinterpreted as the lingering sensation of heat and sweat that leads to discomfort and body odour. The campaign introduces Lifebuoy Cool Fresh and Lemon Fresh body washes, which claim to provide a 12-hour cooling effect, offering relief amid Indonesia’s extreme heat.

Parnil Sarin, global brand lead at Lifebuoy, said, “The horror genre is a favourite among Indonesians, especially the younger generation, and with the recent heat, it sometimes can feel like a nightmare. The new direction for our “Ketempelan Dinginnya” campaign underscores our brand’s commitment to remain relevant to younger, active consumers, a group who is constantly on the go and who demands freshness no matter the heat.” 

“We hope to encourage consumers to switch to Lifebuoy Cool Fresh or Lifebuoy Lemon Fresh by tapping on Gen Z’s love for humour and the supernatural while reinforcing the importance of hygiene,” Sarin added. 

The campaign rolled out across digital platforms such as YouTube, TikTok, and Instagram, alongside out-of-home activations. 

MullenLowe Singapore, MullenLowe Lintas Group, and MullenLowe Lintas Indonesia collaborated with Thai director Wuthisak Anarnkaporn and production company Factory01, infusing the film with a distinct touch of Thai humour. 

Vinay Vinayak, global business director at MullenLowe Singapore, said, “MullenLowe has been partnering with Unilever and Lifebuoy for decades. We understand that a legacy brand like Lifebuoy needs to be current and young in the way it speaks, which means breaking from tradition.” 

Vinayak continues, “Our research uncovered a culturally relevant insight—horror comedy is a popular genre among our target audience. This inspired us to take a bold leap, redefining hygiene communication with an unexpected, humorous twist. The result? Not only a fresh, engaging narrative for Lifebuoy but also a campaign that helps the brand stand out within the hygiene category.” 

Meanwhile, Sarvesh Raikar, president—creative at MullenLowe Lintas India, said, “The key task was, how does a 90-year-old speak to the 19-year-old of today? Lifebuoy? Horror? Comedy? It was indeed a scary thought and had to be executed while maintaining a fine balance between the brand and entertainment.” 

“Our director, Wuthisak Anarnkaporn, was exceptional in understanding this and helped us weave the story, keeping the brand essentials centre stage, such as the health expert and the germs—things that are fundamental to Lifebuoy’s identity. In fact, the health expert acting in the ad has been the same person for 15 years now. Except this time, he is much cooler, sporting sunglasses! ” he added. 

Singapore – Lifebuoy, Unilever’s hygiene soap brand, has teamed up with Moo Deng, the viral sensation baby pygmy hippopotamus, for its ‘H for Handwashing’ global movement, redefining the letter ‘H’ as a universal symbol for hand hygiene.

Created in collaboration with MullenLowe Singapore and MullenLowe Lintas India, the campaign features Moo Deng in her first-ever branded content video, ‘Confessions of Moo Deng.’ 

In the video, the beloved hippo humorously reveals her reluctance to follow her family’s legacy as the typical “H for Hippo” in the alphabet, preferring instead to give the letter ‘H’ a more impactful meaning for humans. Moo Deng believes she’s meant for more than just being the usual “H for Hippo.” After watching humans daily, she concludes that ‘H’ should stand for something more valuable: handwashing.

The campaign also debuts an AI-powered hippo teacher that comes to life to teach kids #HforHandwashing through interactive, personalised games, activities, and songs. Children and parents can access this engaging AI experience by scanning the QR code featured in the video.

Together with Moo Deng, Lifebuoy’s AI-Teacher Hippo marks a major step in Lifebuoy’s mission to make handwashing a lifelong habit for children worldwide. Since 2020, Lifebuoy has led the way in transforming hand hygiene education with its ‘H for Handwashing’ campaign.

Khim Yin Poh, global brand vice president at Lifebuoy said, “We are thrilled to work with the  world’s most popular and adorable hippo Moo Deng, and the most tech-savvy and loving AI Teacher Hippo, for our ‘H for Handwashing’ campaign.” 

“As the world’s number one selling germ  protection soap, Lifebuoy’s global movement aims to forever change how the alphabet is taught,  with the simple recommendation that the letter H should not stand for hippo, horse or house, but  should instead become a ubiquitous symbol for handwashing. We believe having the endorsement  of Moo Deng in her first ever branded content video will reinforce our important message for  children and adults alike, as a step towards improving handwashing behavior around the world,” Poh added. 

This Global Handwashing Day, Lifebuoy has joined forces with MullenLowe Singapore, MullenLowe Lintas India, Aircards, Microsoft, Columbia Business School, and leading experts in gaming, behavior change, hygiene, and education.

Vinay Vinayak, global business director at MullenLowe Singapore, said, “Every year Lifebuoy  celebrates Global Handwashing Day as a marquee event, and this year, we want to reach out to  more children and adults alike with our two new lovable champions: Moo Deng and AI-Teacher  Hippo. While Moo Deng can win over audiences and convey the important message of handwashing  through her adorable personality, AI-Teacher Hippo will be able to capture different children’s  preferences by offering unique personalized experiences that make hygiene education both fun and  unforgettable.” 

Sarvesh Raikar, president – creative at MullenLowe Lintas India, also shared, “As the world is looking at  innovative ways to use celebrities and influencers, we are proud of how we could use a unique  global personality like Moo Deng to refresh our multi-country behavior-change campaign  #HforHandwashing. Moo Deng (Hippos) was integral to the campaign idea and the video ‘Confessions of Moo Deng’ helps us deliver the core idea in an unsuspecting, memorable way.” 

Lifebuoy’s global ‘H for Handwashing’ movement has embedded essential hygiene practices into school curriculums worldwide through partnerships with parents, educators, governments, NGOs, and organizations like Sesame Workshop. This initiative has reached over 14 million children across 35 countries. 

Bangkok, Thailand – Global ice cream brand Cornetto has invited their brand ambassador, Korean singer and actor Cha Eun-Woo, to meet fans from around the region at an exclusive event held at Samyan Mitrtown in Bangkok, Thailand. 

Part of their ‘Cornetto presents: Unwrap the Moment with Cha Eun-Woo’ campaign, this fan-meet gave lucky attendees the cool opportunity of meeting their idol in person.

Lucky fans and top spenders from a Cornetto promotion across Southeast Asia, including Thailand, the Philippines, Singapore, Cambodia, and Malaysia were given exclusive access to unwrap never-before-seen sides of Cha Eun-Woo.

Fans also participated in various activities, including photo opportunities at Cornetto’s exclusive Cha Eun-Woo photo booth, enjoying Cornetto-themed games, and listening to him share untold stories from his experiences filming Cornetto commercials.

Cornetto also offered a delightful selection of its best-selling ice cream flavors for fans and passersby to enjoy, including Cornetto Classic Vanilla, Cornetto White Rose, and more, along with the chance to win an exclusive Cha Eun-Woo mini poster from Cornetto.

Indonesia – Unilever is set to implement strategic adjustments to its categories, channels, costs, and organisational structure as part of its recovery strategy in response to business challenges in its Indonesia unit.

In its recent year-to-date (YTD) results for September 2024, Unilever Indonesia acknowledged ongoing business challenges and outlined key strategies aimed at strengthening the company’s foundation for future growth.

The company emphasised that, “despite facing headwinds,” it maintains a significant market share and leads in 13 categories, highlighting the enduring consumer preference for its products.

According to the company’s official report, the company plans to strengthen their power brands and portfolios by introducing new product formats that have resonated with consumers.

Unilever will also transform its distributive trade and stock management, optimise promotions to maintain competitiveness, and enhance its social media presence. Additionally, it will reassess costs, enhance efficiency and resource allocation, and redirect investments toward strategic priorities. 

The company further bared plans for enhancing their organisational structure, including changes in their leadership level, to ensure that “the business is always well-prepared for future challenges and opportunities.”

In a statement, the company wrote, “We are undergoing a complete transformation and driving operational improvements that will take some time, at least until the first half of next year. That being said, we fully believe that this is the right thing to do and, in our ability, to turn around the performance. Again, we are committed to emerging stronger, or resilient, and well positioned to seize future opportunities.”

These ‘drastic’ strategic changes come as Unilever in Indonesia reported an 18% revenue drop in the third quarter, primarily due to a decline in sales volumes. 

According to a report by Reuters, the company is facing challenges following a recent consumer boycott of multinational brands, sparked by public response to the ongoing Gaza conflict. 

In the report, Unilever first disclosed in February that fourth-quarter sales growth in Southeast Asia had been impacted by Indonesian consumers boycotting multinational brands in reaction to the Middle East’s geopolitical situation.

CEO Hein Schumacher recognised these “long-standing issues” in the country, stating that Unilever is implementing “significant interventions” in Q3 and Q4 in Indonesia, though he cautioned that these efforts will not produce immediate results in the next quarter.

Meanwhile, chief financial officer Fernando Fernandez told analysts that the company aims to make its brands “more contemporary” in response to “significant societal changes.” He is expecting that these efforts would yield improvements within the next six months.

Fernandez also said that a revamp of the distribution system is currently underway to stabilise prices, noting that the group’s efforts are already “yielding some results.”

“We have been recovering part of the share losses we suffer due to the consumer backlash that is related to the geopolitical situation in the Middle East; we have recovered around one quarter of the share losses,” he said to Reuters. 

In its YTD September 2024 results, Unilever reported a 9.9% year-on-year decline in domestic revenue, attributed to price instability and reduced customer stock in Q3. Although the company’s market share remained stable in 2024, it is still below the YTD October 2023 level.

“We are undertaking necessary adjustments, from refining our product offerings to strengthening our operational efficiency, with a long-term perspective guiding these actions. While the impact of these actions will take time, I am confident in our ability to recover and return to growth. We are committed to emerging stronger, more resilient, and positioned to seize future opportunities,” Benjie Yap, president and director of Unilever, said in a statement.

Singapore – X, formerly known as Twitter, has reached an agreement with multinational FMCG company Unilever regarding partnership on the social media platform, the company has announced in a short post.

“X is pleased to have reached an agreement with Unilever and to continue our partnership with them on the platform. Today’s news is the first part of the ecosystem-wide solution and we look forward to more resolution across the industry,” the company said.

It should be noted that Unilever was one of the companies included in X’s advertising boycott lawsuit back in August this year that also included the World Federation of Advertisers (WFA), Mars, CVS Health, and Ørsted.

The lawsuit alleges that these companies, in collaboration with the Global Alliance for Responsible Media (GARM), orchestrated an advertiser boycott after Elon Musk’s acquisition of the platform, resulting in billions of dollars in lost revenue for X. The company claims that this boycott violated U.S. antitrust laws by suppressing competition in the digital advertising space.

X argues that the boycott was not only illegal but also politically motivated, potentially influenced by concerns over the platform’s content moderation policies under Musk’s leadership. This legal action follows months of declining ad revenue, as many advertisers distanced themselves from X due to concerns about their brands appearing next to problematic content.

At that time, GARM also decided to suspend its activities, explaining the non-profit did not have the financial resources to fight the case in court.

“GARM is a small, not-for-profit initiative, and recent allegations that unfortunately misconstrue its purpose and activities have caused a distraction and significantly drained its resources and finances. GARM therefore is making the difficult decision to discontinue its activities,” the WFA statement read back then.

Many brands and advertisers have been reluctant to advertise on X primarily due to concerns about brand safety and content moderation. After Elon Musk took over the platform in 2022, significant changes to its moderation policies sparked fears among advertisers that their ads could appear alongside harmful or inappropriate content, such as hate speech or misinformation.

Several brands withdrew their ads in response to these risks, worried about potential reputational damage. Musk’s reduction of moderation staff and a shift towards more lenient content policies raised further alarm. Additionally, advertisers were concerned about how X’s evolving platform dynamics, such as a surge in controversial or offensive content, could impact the perception of their brands.

Vietnam – Unilever’s laundry power brand Dirt Is Good, known as OMO in Vietnam, has launched a bold new campaign to mark the re-launch of its liquids portfolio in the market. 

The campaign, “Many Stains Come Before The First Win” is the first local expression of Dirt Is Good’s new Play On strategy, which takes the brand into the territory of top performance by championing the value of sports to unleash human potential and drive personal growth, determination, and resilience.

In partnership with lead creative agency, MullenLowe Singapore, the campaign encourages kids and parents not to give up at the first disappointment, and to embrace stains as part of play, learning and success – rather than being seen as a sign of bad behaviour. 

In a deliberate countermove to the under-representation of girls playing sport in Vietnam’s mainstream media, OMO have put a young girl getting muddy playing football at the heart of the narrative for the TV advert.

Dirt Is Good’s first ever 3D billboard, located in the centre of Ho Chi Minh brings the functional benefits of OMO’s new NanoClean Technology to life. The eye-catching display shows a muddy football being kicked, while pink petals appear to jump off the screen, bringing to life the key product benefits of first-time removal of tough stains such as mud and dirt, and superior fragrance. Fragrance is the biggest demand space in liquid detergent in Vietnam and continues to grow steadily in importance for consumers.

Spanning both cities and rural areas, the campaign also includes OOH advertising across 6 key cities, 1,200 Shopping Malls and 60 nationwide wet markets. To further cement sport as the new home of Dirt Is Good, additional activity includes a wide-range of in-store activations with bold displays, floor projections and consumer sampling of a limited OMO sport edition, as well as a partnership with VNE to run a Kid Warrior Run, and limited edition sportwear launch in partnership with leading sportwear manufacturer Coolmate, with 30,000 t-shirts to be won.

This campaign builds on Dirt Is Good’s strong heritage in nuanced local and culturally relevant storytelling. For example, OMO’s celebration of Tet earlier this year, delivered through a moving music video with renowned Vietnamese singer Hòa Minzy, reminding people not to give up during difficult times, and that where there is hard work, and dirt, there is hope.

James Adkin, senior global marketing manager at Unilever said, “Sport is the ultimate home of performance and resilience. We are proud to bring this campaign to Vietnam, as we continue to shift the narrative around dirt and stains – celebrating dirt as a mark of kid’s resilience in learning about the outside world, with the reassurance that clothes can be quickly restored, ready to play again.”

Meanwhile, Sean Lee, senior account director at MullenLowe Singapore, commented, “With OMO, we are constantly working to find new and innovative ways to connect with people. We’re proud to have been the first in the Dirt Is Good team to use a 3D billboard to stop people in their tracks and show them the product benefits in a larger-than-life format. We hope the campaign feels relatable to families across Vietnam, and that it encourages more children and parents to play with no fear of getting dirty.”

Indonesia – Lifebuoy, Unilever’s iconic hygiene soap brand, has enlisted the expertise of creative agencies MullenLowe Singapore, MullenLowe Lintas India, and MullenLowe Lintas Indonesia for its 90th anniversary campaign, which honours Indonesia’s rich history and celebrates everyday heroes.

Coinciding with Indonesia’s 79th Independence Day celebrations, Lifebuoy’s campaign presents a heartfelt film that pays tribute to the nation by featuring real-life national and everyday heroes, including Indonesia’s first Olympic Gold medallist Susy Susanti, the country’s first world boxing champion Ellyas Pical, ‘Disability Womenpreneur’ Nicky Clara, and sculptor Fransisca Ardiyusanti.

The campaign is part of Lifebuoy’s celebration of 90 years of protecting the dreams of generations of Indonesians. By shining a spotlight on the country’s national icons, the campaign aims to inspire Indonesians with the stories of fellow citizens who have pursued their dreams. 

The campaign film weaves in the powerful message that no dream is realised in a day but must be nurtured and protected daily—starting with maintaining a healthy body and safeguarding ourselves from illness.

Khim Yin Poh, global vice president at Lifebuoy, said, “Lifebuoy has been serving generations of Indonesians by helping them stay protected from illness since 1934. Our 90th anniversary milestone was the perfect occasion to not only reaffirm Lifebuoy’s commitment to protecting people’s good health and dreams in Indonesia for now and for the next 90 years, but also to express our gratitude to thank Indonesians for the privilege of being a part of their lives for many years. 

“We wanted to feature renowned individuals who have achieved greatness, who are also real people with real aspirations and families behind them. Some of the featured celebrities also turned out to be long-term Lifebuoy users, bringing in a sense of their own family’s history with the brand, which enriched the campaign further,” Poh added. 

As part of the campaign, Lifebuoy hosted a press conference featuring Susy Susanti and Nickly Clara, both of whom are highlighted in the film, as speakers. The campaign received further amplification through mainstream media coverage and social media content shared by influencers and celebrities. Additionally, 30-second versions of the video were created and distributed across various digital and e-commerce platforms, including TikTok.

Vinay Vinayak, global business director of MullenLowe Singapore, said, “Lifebuoy is a pioneer for the prevention of illness through a germ protection soap. In its 90th year in Indonesia, we thought it would be fitting to create a heartfelt reminder for people with the message that dreams are not realised in a day, but in fact they need to be nurtured and protected every day, just like good health. Preventing the outbreak of infectious diseases is becoming more important than ever, but we know that dry statistics are usually not very compelling in helping people proactively adopt good hygiene habits, so we wanted to find an emotional way to get Lifebuoy’s message of hygiene across. Early reactions to the campaign have been positive, and we believe this trajectory will continue over the coming months.”

Singapore – Samir Singh, most recently the chair of Unilever Asia and head of Unilever Singapore Hub, has announced that he is officially leaving the company after 27 years. He has already hinted of joining another company, which he will announce towards the end of the year.

In a LinkedIn post, he reflected on how he valued his time with the company related to his teams and the relationships he had built, as well as how culture is far more powerful than grand statements of vision and purpose. 

“What kept me at Unilever and Hindustan Unilever for such a long time, beyond the diversity of roles and locations, beyond the successes and failures, are the small and often overlooked joys of this everyday existence,” he stated.

Singh further added, “When the culture and values of an organisation are congruent with yours, it is possible to do well in business, disrupt the status quo, face many setbacks, and still totally enjoy the everyday ‘work’ of getting there.”

He first joined the company as an area sales manager in 1998 for Hindustan Unilever, the Indian subsidiary of Unilever. He was then promoted to senior brand manager for skin care in 2001 before taking on a regional brand manager role for SEA and Middle East in 2003, and then as regional marketing director for skin care in SEA in 2005.

His first global leadership role came in 2006 when he was named Unilever’s global marketing director for skin care. At that time, he worked on the global marketing strategy for Unilever’s skin care brand Ponds. He was then named as global brand director for Vaseline based out Singapore in 2008, then as global brand vice president in 2010, where he lead the global branding strategy for Lifebuoy, Unilever’s soap brand.

Singh marked his return to Hindustan Unilever when he was named the executive director of personal care in 2014 before moving into a new global role as global executive vice president of skin cleansing in 2016. He was then promoted to the role of EVP for global skin cleansing and oral care in 2020 then as chief marketing officer for personal care in 2022.

Singapore – CLEAR, the male shampoo brand by Unilever, has teamed up with MullenLowe Singapore to unveil its newest mystery-themed campaign, starring two prominent football superstars as detectives cracking the case of hair woes.

In the humorous and lighthearted campaign film, Norwegian footballer Erling Haaland takes on the role of a detective, unravelling the mystery of elusive white flakes left behind by their victims. Along the way, he uncovers a multitude of men grappling with hair concerns, their confidence challenged by a cunning crime boss who maliciously switches shampoos. 

The storyline extends to Rio de Janeiro, where a parallel white-flake dilemma unfolds, culminating in the introduction of Brazilian football star Vinicius JR as the new face of CLEAR Men.

Developed by MullenLowe Singapore, the film draws on contemporary audiences’ love for crime dramas on streaming platforms, cleverly employing familiar television tropes to resonate with viewers and present the issue of dandruff in a relatable manner. 

CLEAR’s brand film anchors a comprehensive 360-degree campaign incorporating digital and in-store activations. It was launched innovatively, foregoing traditional TV commercials in favour of cinematic trailers through strategic media buys. Additionally, TikTok-inspired content serves as a primary vehicle for ongoing engagement with audiences.

Ahead of UEFA’s EURO 2024, CLEAR’s latest brand campaign showcases its newest ambassadors, football stars Erling Haaland and Vinicius JR. The choice of Erling Haaland and Vinicius JR as new ambassadors for the brand continues a tradition of CLEAR Men using celebrity endorsements for its brand communications. 

While the new campaign maintains CLEAR’s connection with elite football players, the film represents a notable shift in CLEAR’s communication strategy. Departing from the traditional portrayal of ambassadors as hyper-masculine figures exuding bravado, the film embraces a humorous and light-hearted tone that offers a more humanistic and inclusive depiction, likely appealing to a broader audience.

Elsharkawy Mohamed, global brand VP for CLEAR Men, said, “Both Erling Haaland and Vini Jr. have been making waves globally with their legendary football feats, each milestone in their careers a testament to their unwavering excellence. This spirit perfectly aligns with what CLEAR Men stands for as a brand—to be inspiring, pioneering, and always pushing boundaries with what we do. Through this partnership, we are excited to spotlight Haaland’s winning spirit and charisma, as well as Vini Junior’s impeccable style and unshakeable confidence.” 

Meanwhile, Subarna Prabhakar, global business director at MullenLowe Singapore, said, “The new take of this CLEAR campaign, which styles its new football superstar ambassadors as detectives instead of portraying them as typically excelling on the football pitch, aims to connect with new generations of consumers who are content-savvy and hungry for impactful storytelling. We are also delighted to launch Clear’s partnerships with Erling Haaland and Vinicius JR in a far more digital and non-traditional way, which we hope will create a lot of buzz and get people thinking differently about the issues of men’s dandruff that Clear has been tackling for decades.”

Also speaking on the campaign, Erling Haaland shared, “I am excited to kick off this new campaign with CLEAR Men! It was a fun challenge to step into a character role, and I hope people find it entertaining. It’s a perfect partnership! I’ve had tonnes of hairstyles, and CLEAR Men works great because it is made for men’s scalp and hair, so I don’t have to worry about dandruff, grease, or itchiness.”

Vini Jr. added, “I am thrilled to be a part of this brand partnership, proudly representing and celebrating my Brazilian roots. And what better way to do it than by working with the world’s number one men’s shampoo?”