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Case Study
Unilever Hera margarine
TV, Press, Permanent Media & POS
Changing the culinary
habits of generations
TV Stills - Lend us your husband
Lend us your cooking pots
Lend us your ingredients
Award Unilever Worldwide ‘Top 10’ Campaign
In the emerging markets of Central Europe it was business as usual for Unilever: locked in battles for market share with their arch rival P&G.
Where they wanted to beTo be first to market with innovative products; to develop and dominate new, high-value segments. Our task: to launch a radical, new cooking margarine and gain immediate trial.
Campaign idea‘Lend us your husband, and in two weeks we’ll send him back to you tastier and healthier.’
Unilever’s most successful regional launch ever.
After 6 months:
- spontaneous awareness 87%
- understanding of proposition 84%
- trial 82%
- level of repurchase 67%
- distribution level exceeding 60%
- only 1.4% did not like/find the advertising convincing – proof that ‘likeable advertising sells’
© Paul Austin | website design: jimdesign
“An outstanding piece of advertising, even better than I could possibly have hoped for, there's not a single frame of the four launch commercials I would change. The results speak volumes!”