market - Brand Equity Magazine

So what’s wrong with dirt, challenges
Breeze, a stellar brand delivered from
the belly of global consumer goods
juggernaut Unilever.
Intent on changing the rules of the
game, the company has been launching
compelling offensives against
deep-seated mores as well as social
values that are not in tune with the
times.
Lately, Unilever’s in-your-face
campaigns have been daring consumers
to recast their beliefs; and in the
process, inciting doubts about out-ofform
values.
So they are urging people to get
out there and celebrate life with a
dash of vitality, toss out inhibitions
about their personas, challenge the
pressures they have to deal with (such
as how they look), and to get real
about happenings in the slices that
make up their lives.
That explains the shift in the brand
philosophy of Breeze.
Sze Tian Poh
Breeze is
ProDirt
Explains Sze Tian Poh, Unilever’s
Chairman & MD for Malaysia &
Singapore, ‘Play offers the opportunity
to learn in every child’s growing
years. Children need to play to
develop their creativity, enhance their
motoring skills and cultivate positive
values such as teamwork and healthy
competition. Therefore, we are urging
Malaysian parents to encourage their
children to play without the worry
of dirt as Breeze will be at hand to
remove stains effectively.’
But it’s a direction that’s been
realized with fitting moves as well.
Breeze was the only detergent brand
to share the football fever during the
World Cup period. The promotional
activity launched the Breeze Splat
Balls, which carried the signature of
international footballer, Ronaldhino.
The company embarked on a
charity drive to build safe playgrounds
for orphanage homes as well. Another
is on its way.
But there is an affirmed obsession
of sorts that drives the brand
builders at Unilever. ‘We embrace a
philosophy that persuades us to focus
more on consumers rather then the
competition, to be fanatical about
consumer needs and deliver them
when they need it,’ says Sze.
The Mission
‘We want people to feel good, look
good and get more out of life itself,’
he adds. ‘We want to focus on new
consumer opportunities to grow our
business. Our mission is to add vitality
to life.’
And vitality to consumers can showup
in the form of clean hands, healthy
smiles, clean homes, getting noticed,
having more time for themselves and
BRANDEQUITY