AddinG viTAliTy To buSineSS

Single-minded growth business

Unilever is big. 150 million times a day, in 150 countries, people choose to make Unilever brands part of their lives. But in the consumer goods industry, growth is hard. Unilever decided that it was too diffuse, with too many brands, and with no unifying driver of growth. Unilever wanted to become a single-minded, idea-led growth business. We helped Unilever change, from an invisible owner of brands to a much more visible business, leading its brands through a single idea: adding vitality to life. We created a visual identity that expresses vitality and that is starting to appear on every Unilever product. Under this banner, we also worked on dozens of projects to put vitality at the heart of the organisation from designing workplaces to transforming the recruitment process to training employees how to pass on the stories that underlie the idea. And weve helped Unilever invent new products and projects that deliver vitality. Every Unilever business, from China to Argentina, has embraced the vitality idea. Unilever is using the idea to determine which businesses to invest in, which to exit from, and where to innovate, and now spends almost 1 billion a year on vitality-driven innovation. Results are coming through: the new vitality-inspired Knorr Vie drink, for example, has sold 60 million bottles since launch. By June 2007, Unilever was achieving an underlying sales growth close to 6%.

Telling the vitality story

Growing at 6%

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