Unilever Israel will change the packaging of all its products to create a corporate image and to display its name prominently for the first time.
Unilever is known for such brand names as Dove, Knorr, Lipton Tea, Hellmann's mayonnaise, Cif and Telma, but has not publicized its name and many consumers do not even know Unilever is behind these products.
The prominence of the name Unilever on the packaging is part of a long-term overall strategy announced by this multinational English-Dutch consumer goods group in February 2003. The strategy will be accompanied by a new logo to be launched next week.
Other companies in Israel, like Osem and Strauss-Elite, have for years flaunted their company brand names, mainly through big investments in advertising. Unilever has stressed the brands in their various categories - Telma breakfast cereals, one of its leading products, sport the Telma logo and the company's name appears only in small letters on the side panel.
Focusing on the house brand has advantages - consumers who are happy with products in one category are more inclined to try more of the company's output. It also also allows more efficient use of the marketing and advertisement budgets, and also opens the way for general or image campaigns and combining certain categories of products made by the company.
Unilever has dubbed its new global strategy "Vitality." Ron Guttman, general manager of Unilever Israel, says the strategy is based on Unilever's recognition of the modern consumers' outlook. They expect food and toilet products not only to provide for their daily needs, but to make them feel better, look better, and think they are getting the most out of life.
As part of the consolidation of this new corporate image, Unilever is launching its new logo, which includes icons that express the values that will guide the company's corporate behavior in the coming decades. From now on the new logo will be emblazoned on all packaging and company publications to stress the connection between the brands and the mother company.
The new corporate image will be the focus of the "Unilever 2010" strategy, which multinational Unilever will announce in September 2004. The new plan will replace the previous one, under which Unilever reduced the number of its leading brands worldwide from 1,200 to just 400. Guttman says the aim of the new strategy is to add Vitality values to these brands.
In order to introduce these new values into the veteran brands, Unilever's R&D centers will focus more on health, nutrition, personal care and hygiene. Guttman says the Vitality strategy will guide all the company's activities, from the development of healthy, quality products that surprise, delight and meet the varied needs of the consumer populations worldwide.
Guttman adds that Unilever is aware the modern consumer prefers to buy products from companies with values of quality, excellence and a commitment to the good of the individual consumer and the community at large. Unilever is already making significant contributions in these areas, and the addition of the corporate logo will increase the sales of its brands.
Unilever Israel is controlled by the British-Dutch group, which has annual sales of some 50 billion euros (NIS 270 billion) in about 150 countries. Sales of Unilever brand products in Israel amount to about NIS 1.4 billion annually.
Unilever's two main categories are foods and home and personal care products. The company's leading brands in Israel include Telma, Knorr, Mazola, Hellmann's, Lipton, Bagel & Bagel, Dove, Badin, Cif, and Pinuk. Multinational Unilever owns 51 percent of Strauss Ice Cream.
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