Unilever 2013 Annual Report Download - page 15

UNILEVER ROARS AT LIONS
Unilever earned the title of Most Awarded Advertiser
at the 60th Cannes Lions International Festival of
Creativity, the world’s biggest annual awards event for
professionals in the creative communications industry,
bringing home a total of 44 awards – doubling that
of the previous year. Dove alone scooped 23 Lions,
including the Titanium Grand Prix, the Festival’s
highest honour, for Dove’s Real Beauty Sketches film.
FEWER, BIER INNOVATIONS
Innovatons that gve compettve advantage
to our bggest brands are the most lkely to
have a postve mpact on our busness as a
whole We have focused our R&D efforts on
nnovatons that can be deployed wth scale
For example, our Drt s ood laundry brand
has been mproved by a combnaton of a
new formulaton whch delvers better
whtenng and stan removal technology,
and new packagng desgned for sngle-
handed openng and contanng an
ntegrated pour spout, freshness seal and
dosng ball The new concentrated Small
& Mghty, launched n the UK, Ireland,
Portugal, the Netherlands and France,
has ganed sgnfcant market share, up by
14 percentage ponts n the UK and by two
percentage ponts n Portugal
Smlarly, our patented TESS technology,
whch uses the natural essence pressed
from freshly pcked tea leaves, has
enabled the global re-launch of Lpton
Yellow Label, the world’s best-sellng tea
brand The re-launch has ntroduced
ths nnovaton to 44 countres n two
years, resultng n an underlyng growth of
56% n global turnover for Lpton Yellow
Label
HARNESSIN SIENE
STRATEIALLY
In 2013 we launched the Strategc Scence
roup, desgned to forecast evolvng
scence trends, dentfy opportuntes, and
delver growth through nnovaton The
Strategc Scence roup s the thrd pllar
n our New Ways to Innovate strategy,
alongsde Open Innovaton and the New
Busness Unt Together, they am to
harness rapdly-evolvng scence and
leverage the work of external academa,
small and medum szed enterprses, and
start-ups, to develop new scence and
breakthrough technologes
AHIEVIN MARKETIN ‘UT
THROUH’ IN A DIITAL WORLD
Marketng campagns that are focused
on global brands have the potental to
acheve greater mpact, by engagng
people through multple meda – achevng
what we call ‘cut-through’ In January
2013, Axe marked the launch of ts range
of Apollo deodorants, shampoos and
shower gels wth a multchannel
campagn n more than 60 countres
thatncluded a competton to wn a
placeon a space flght – resultng n
morethan a mllon people regsterng
topartcpate, and more than 10 mllon
votes on the AxeApollocom webste
Smlarly, Dove’s Sketches flm, part of
Dove’s ongong Real Beauty campagn,
became the most watched vdeo
advertsement of all tme followng ts
launch n Aprl 2013 and acheved more
than 175 mllon vews n 2013 These
campagns recognse the mportance
of truly engagng consumers n a dgtal
age – f they are engaged wth our brand,
they are more lkely to be talkng about
t to others
WINNIN MARKET SHARE
IN EMERIN MARKETS
Emergng markets now account for 57%
of our busness and have the potental to
provde far greater growth n the future
Brands whch dentfy and respond to the
local needs of people wthn those markets
can have a great mpact Ths s exemplfed
by our Foods category nAfrca, for
example, our Rama and Blue Band
margarnes are now fortfed wth seven
vtamns ncludng vtamn A, strengthenng
ther proposton n a regon whch contans
33% of the world’s vtamn A-defcent
chldren Knorr, whch celebrated ts 175th
annversary n 2013, contnues to nnovate
through relevant products such as the
Bakng Bag Ths has ganed share n all
ofour key markets n Latn Amerca In
Brazl, one of the largest markets, Knorr’s
Bakng Bag has acheved more than two
percentage ponts n market share Laundry
brands lke Surf, launched n Morocco, and
Omo, launched n the Phlppnes, have also
ganed market share
WIN ONSUMER PREFERENE
Brands wth real purpose mean more to
consumers – but to ncrease sales and
margns, we also need to ensure that
ths sense of purpose s algned wth a
product that delvers superorty n qualty
or functonalty Wnnng consumer
preference s essental to our ambton
to grow faster than our markets and,
by allowng us to grow our premum
offerngs, helps us ncrease margns,
makng our busness more proftable
BRANDS THAT PEOPLE HOOSE
We want all our brands to be preferred
n ther markets In 2013, our global
product benchmarkng programme
showed that 9719% of products n scope
are consdered equal to, or better than,
our key compettors’ products
Unlever Annual Report and Accounts 201312 Strategc report
OUR BRANDS
ONTINUED