Unilever: NUDGE – Your way to successful brand relaunches

Discusses an innovative application of NUDGE by Unilever in Thailand, designed to minimize the disruption caused to consumers and thereby significantly improve the chances of a successful brand relaunch.

Preface

This paper is about an innovative application of NUDGE, designed to minimize the disruption caused to consumers, and thereby significantly improve chances of brand relaunch success. As a core concept, NUDGE is about creating a context of choice for people, designed in such a way as to encourage them to adopt a desired behavior.

With brand relaunches, success is determined by migration of our current brand buyers to our new brand. So, our application of NUDGE was about designing a context of choice, where existing brand buyers are allowed the choice to buy into the new brand. So, rather...

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