UNILEVER UNDERTAKES THE LARGEST RE-BRANDING INITIATIVE EVER IN THE HISTORY OF HOME AND PERSONAL CARE ... THE "SPLAT"!
(Paris, June 2005)
Unilever undertakes the largest re-branding initiative ever in the history of home and personal care ... the "Splat"!
(Paris, June 2005)
As a critical next phase in the re-positioning of its premium laundry detergent as the "dirt is good" brand, Unilever is unveiling this month the brands new identity - the "Splat", across its entire European business (Persil in the UK and Ireland, Skip in France/Spain/Greece/Portugal, Via in Sweden, Omo in Denmark/Finland/Switzerland).
David Arkwright, Global Brand Director for Unilever laundry and lead architect of this brand re-positioning since year 2000 comments: "Nothing distinguishes more effectively a brand from a trademark or a private label, than a powerful an meaningful identity, though surprisingly very few marketeers seem to date having realized this and acted upon! There was until now the both remarkable Apple's 'think different' Apple, and Nike's 'just do it' Swoosh (just think about what happened to their respective competitors!), from now on there will also be the 'dirt is good' Splat!".
This European re-branding is following the Latin-American launch of the "Splat" identity end of last year, and preceding its roll-out across Asia and Africa end of this year.
d/g* Desgrippes Gobé Paris were assigned with the development of the "dirt is good" brand identity at the end of 2003 and are handling the re-branding programme globally since then.
Elie Hasbani, Executive Creative Director at d/g* comments: "The very radically disruptive and extraordinarily inspiring 'dirt is good' idea was calling for a radically simple, friendly and lively icon. A visually powerful commitment to human beings and not to enzymes, as much as a celebration of the fundamental liberation this brand stands for. The 'Splat' says 'dirt is good' by making dirt beautiful".
Having been deployed 360° - packaging, advertising, activation, and retail presence, the 'Splat' identity is integral to the absolute leadership of the brand in Brazil (Omo).
Ricardo Sapiro, Omo Marketing Manager for Latin America, comments: "Only a strong consumer re-engagement through a powerful brand idea, hence a great re-branding, could re-affirm our market supremacy in Brazil in these days of intense competition (the Omo brand commands a market share circa 45%). The Splat is proving to be a very effectively meaningful embodiment of our "dirt is good" conviction, through our entire brand marketing effort, very particularly in our brand-conceived, and hugely successful "no dirt no sport" consumer activation programme".
The 'Splat' brand identity strategy will be informing what will be a complete re-design of the brand offering in the future… a brand-conceived product line.
Pierre-Emmanuel Maire, responsible for the brands strategic planning comments: "In all, however too few, great brands, graphics, aesthetics and ergonomics are rigorously the very content of the brand, its ideology, rising to the surface! Just look at an iPod or an iMac! The 'dirt is good' idea, including its competitive ‘anti-dirt is bad' stance should absolutely translate into its product offering right from its very appearance on shelves and physical engagement with consumers".
d/g* Desgrippes Gobé, the 30 years old, independent, and one of the top 5 global brand design agency, that's consulting both strategically and creatively clients such as Air France, The Coca Cola Company, AOL, Danone group, Club Med, Natura and Fauchon, sees in the "dirt is good"/Splat re-branding work a pure expression of its client engagement intent.
Joël Desgrippes, Worldwide Chairman/CEO comments: "My wish is to maintain and sustain Desgrippes Gobi as the world's most admired branding agency, for both its strategic and creative works. I trust the 'Splat' work for Unilever will evidence this".
