Unilever’s global framework for post-pandemic marketing

FMCG giant Unilever articulates an updated perspective on what its marketing ought to achieve in the post-pandemic world, according to a session at Lions Live.

A fast-moving consumer goods (FMCG) giant, Unilever sells a vast array of products from ice cream, to soap, to toilet cleaner – all inexpensive and bought often. It is not the only company making these products and is certainly not the cheapest; it is therefore reliant on its brands to ultimately convince its customers that its products are worth the premium. 

You could, therefore, argue that at the core Unilever is a marketing company that links these brands together. 

A new marketing philosophy 

This is reflected in the sheer financial heft that the big FMCG firms carry in the...

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