Our Compass strategy - Unilever

In 2009 we launched the Genesis
Programme, a more robust process
for fuelling our longer-term innovation
pipeline. Genesis is now a way of life for
us, applying breakthrough technology
across categories, enabling us to benefit
from much bigger market opportunities.
For example, whitening is an essential
benefit in fabric care but also in oral
care. We’ve fast adapted the whitening
technology from the laundry category and
applied its active system to toothpaste
to deliver instant whitening in one brush.
Three years after launch, this breakthrough
White Now innovation is still unmatched
by competition. As a consequence, Signal
had a fantastic year in 2010.
We are building more strategic relationships
with our suppliers, defining joint innovation
programmes with many. We have also
amplified our open innovation activities,
working with academic institutions as
well as small and medium enterprises.
This new way of working has already
delivered results and, we are confident, will
deliver even greater results in the future.
World-class brands and marketing
Unilever has some of the world’s greatest
brands, such as Lipton, Ben & Jerry’s,
Persil, Clear, Dove and Axe. Twelve of our
brands generate more than €1 billion
turnover and another eight brands
deliver above €0.5 billion turnover each.
Despite their size and presence in
consumers’ lives, we have tremendous
opportunity to build them further, as they
are not yet present everywhere. In 2010,
we initiated 100 new brand country
launches, twice as many as in 2009.
We continue to optimise the portfolio
by acquiring brands that strengthen
our market positions and support our
strategy, and we have acquired brands in
fast-growing categories like ice cream and
personal care. We purchased ice cream
brands in Greece and Denmark, and the
Sara Lee Personal Care business in Europe,
South Africa and the Philippines. In
September we announced an agreement
to acquire the Alberto Culver company,
which includes a range of outstanding hair
and skin care brands such as TRESemmé,
Nexxus and St. Ives. This transaction
remains subject to regulatory approval.
Great products, great innovation and
great marketing are essential for building
world-class brands. Throughout our
history, we’ve been at the forefront in
inventing innovative and impactful ways
to build our brands. In fact, Unilever was
one of the first to advertise on television,
and today we are one of the world’s
leading advertisers. As consumers’ media
habits change, we are evolving the way
our brands are engaging with them,
through digital marketing and market
launches encompassing all media
channels. As a result, Unilever was
recognised as the Global Advertiser of
the Year at the Cannes Lions Advertising
Festival 2010, with Axe alone claiming
seven awards, taking the brand’s total
to 54 over the past five years.
Report of the Directors About Unilever
Dove cares for men
Dove Men+Care came on the scene
in 2010. Dove is our biggest personal
care brand and our men’s range stands
out with its emphasis on ‘care’. It was
a launch like no other, with an aggressive
roll-out in over 30 countries delivering
over €120 million in sales. Dove Men+Care
was launched with an award-winning
ad campaign (Silver Lion at Cannes),
the first ever iAd for Apple devices and
a US launch at the Super Bowl.
Sunsilk Co-Creations shows
its expert credentials
The power of seven of the world’s
top hair experts is behind new
Sunsilk Co-Creations. Following
the brand’s biggest ever launch, it
was rolled out to over 50 countries
worldwide in less than 12 months.
Sunsilk achieved an unprecedented
improvement in brand equity
across the globe.
Unilever Annual Report and Accounts 2010 13