Unilever 2007 Annual Report Download - page 24
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Operating Review – Categories continued
Magnum Temptation ice cream offered European consumers the
ultimate indulgence: a sensual shape containing Madagascan
vanilla ice cream, caramel sauce and almond pieces, wrapped in
Belgian dark chocolate. It has the highest quantity of ‘added
extras’ ever contained in a Magnum, thanks to new technology
which involves bringing together two mould halves around the
stick. Launched in Italy, Spain, Switzerland and Portugal, Magnum
Temptation is the first expression of the brand’s long-term super
premium platform.
European consumers were given a powerful new weapon in the
fight against limescale and germs, with the launch of Domestos
Zero Limescale bleach. Its development was inspired by research
showing that many more germs are present in toilets with
limescale because germs cluster there, protecting themselves from
being washed away. Its three-times-thicker formulation helps
Domestos Zero Limescale bleach stick to and destroy limescale,
even on vertical surfaces.
Mayonnaise lovers in Latin America responded enthusiastically to
a campaign highlighting the health benefits of Hellmann’s Light, a
variant of global leader Hellmann’s. The campaign, aired in
Argentina, Chile and Brazil, made consumers aware that three
spoonfuls of Hellmann’s Light mayonnaise contain the same
calories as one spoonful of olive oil. Underlying sales growth for
the year was outstanding, particularly in Argentina and Brazil.
The newly launched Dove pro•age range proved popular among
women aged 50 and over in North America and Europe. The
multimedia campaign, shot by top celebrity photographer Annie
Leibovitz, featured middle-aged women looking natural, gorgeous
– and completely naked. The pro•age range does not make
unrealistic anti-ageing promises, but instead meets the specific
hair and skin care needs of older consumers.
In Chinese households soup is a part of many people’s daily diet.
Knorr Bouillon Gel, launched in China under the Knorr Dense
Soup Treasure name, captured the imagination of consumers
eager to replicate the nutritional benefits of home-boiled soup
without the hassle. Made with high-quality fresh ingredients, the
gel reverts to dense-textured soup when stirred into boiling water,
into which consumers can add their own choice of fresh
vegetables.
Axe/Lynx, the world’s second-largest deodorant brand, made a
triumphant entry into the Japanese market and quickly became
the country’s top-selling male deodorant. The launch followed an
extensive study of the young Japanese male, examining his
attitude towards dating, use of deodorants and purchasing habits.
The brand’s range was given a substantial makeover in 2007 to
ensure packaging and formulations are consistent the world over.
22 Unilever Annual Report and Accounts 2007
Report of the Directors continued