One of my most rewarding projects of late has been helping the Unilever ice cream business accelerate growth across delivery platforms such Uber Eats, Grab or Deliveroo and food-chain partners. Teams are dotted across the globe and manage digital communications to drive sales from their own virtual stores, grocery partners or from food-chain orders. Collectively... Continue Reading →
Persil is a brilliant brand - it promises the core benefit of 'dirt removal' and connects this to a social purpose. As Unilever explain: "Dirt is Good - especially when it’s the result of your kids going out into the world to have fun, explore, learn and experience the very best of the world around... Continue Reading →
In a recent workshop we explored the potential for 'pop-up' brand experiences to challenge and change brand perceptions. Some examples that supported our thinking are captured below. It was clear that pop-ups can offer more than short-lived publicity. Consider Kate Spade where they are a distinctive part of brand engagement or Magnum that has now... Continue Reading →
In a recent workshop I used the brilliant example of skin care brand Sol De Janeiro to demonstrate the value of understanding behaviour. It is an example worth sharing... Sol De Janeiro with Ogilvy Brazil created ‘Tattoo Skin Cancer Check’ to increase early detection of skin cancer - the most common type in Brazil, with a rising incidence among... Continue Reading →
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