Unilever adopts signature branding on advertising

Posted by Josette Dunn on 17th February 2010

Unilever Australasia, parent company of many of Australia’s favourite food, beverage and home and personal care brands including Streets Ice Cream, Dove, Rexona, Omo and Lipton, has this month started to introduce signature brand advertising on all newly-produced Unilever TV, print and outdoor ads.

In the first stage of this signature roll-out, certain Flora, Omo and Rexona TVCs have started to air with Unilever’s distinctive “U” logo. Unilever’s other brands will begin introducing signature branding throughout 2010.

David McNeil, Vice President of Marketing for Unilever Australasia said this move will complement and reinforce the power of the “U” logo that already appears on-pack.

“Making it easier for consumers to identify Unilever brands is good for our business,” said McNeil. “Our research suggests that people who already buy one Unilever brand are more likely to buy others. Our research also shows that when consumers are made aware of our brand portfolio, their trust in us increases significantly.”

The move brings Unilever Australasia’s advertising in line with many other parts of the world where – from Latin America to Asia to the UK – Unilever signature branding is visible on all advertising material.