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Unilever on why brands must put humanity and personality into technology

on Dec 4, 2015 | 0 comments

By Sarah Vizard

Unilever put the success of its RFID spoons for its Maille brand down to putting personality into the technology
Unilever put the success of its RFID spoons for its Maille brand down to putting personality into the technology

Speaking at creativebrief’s BITE event in London this week (2 December), Unilever’s global media director Ben Johnson said FMCG brands must ensure they are adding value to the consumer experience and not commoditising their product.

He used the examples of a ‘Tide’ button on a washing machine that users can press to buy more washing powder when they are running low versus a Hellman’s campaign that used ibeacons to send shoppers in Brazil recipe suggestions to their mobile phones as they were browsing Read full story ›

Source: Marketing Week