Unilever

Energizing a powerbrand.

Unilever is first in the global ice cream market. Both the market and Unilever, however, have experienced low growth rates. Consumers find the category nice but boring and old-fashioned. The client was distribution- and product-centric, lacking in brand focus and inconsistent in its investment strategy.

FutureBrand’s goal was to revitalize and build Unilever’s house brand and transform it into the global powerhouse of ice cream. To inform our approach, we studied the big shifts of today: technology as a comfort zone; globalization and the cross-fertilization of youth culture; agelessness and youthful reinvention; and the strength and impact of powerbrands.

We promoted the clear benefit of connecting people and engaging them rather than talking at them. We positioned the powerbrand not just to endorse fun but to actively and powerfully generate and spread the feeling of fun.

Original Heartmarque logo designed by Carter Wong design, 1996.