Unilever stands out with Pride

2021-03-24 –

Purposeful brands are becoming increasingly relevant to consumers because they have a purpose beyond profit: to improve society in some way. Point of sale can be one of the most important touchpoints for communicating brand purpose and brand values to consumers, driving visibility and awareness in the very place where many purchase decisions are made.

Unilever showed shoppers its true colours in support of the Pride movement in British stores with a bright, eye-catching POS activation developed by STI Group’s English subsidiary, InContrast. The campaign used value-based communication to inspire shoppers, support an important cause and drive sales.

Emotional appeal
Unilever brands Lynx, Simple, Vaseline and Closeup had all been given a rainbow packaging makeover that was complemented by the equally bold suite of POS material. Two of the largest Superdrug stores hosted a unique Pride Tunnel shopper experience, created in collaboration with POS specialist InContrast and experiential agency N2O. Giant archways and connecting walls were lined with themed product displays, forming an impressive walk-through centrepiece in each store.

Take pride in you
POS elements for smaller stores were similarly themed, with vivid rainbow floorstands and aisle fins disrupting shoppers and drawing attention to the exclusive Pride-packaged product range. Every item carried clear messaging that encouraged shoppers to ‘Take Pride in You’ and communicated Unilever’s financial support for Switchboard, a charity organisation that provides a confidential listening service for the UK’s LBGT+ community.

Sustainable finish
To make this colourful campaign truly unmissable, a biodegradable glitter finish was used to add depth and sparkle to every element, while ensuring that all POS could still be recycled in the usual way once the campaign was over.