Unilever has once again cemented its reputation as a leader in creative marketing by being named the 2024 Creative Marketer of the Year at the Cannes Lions International Festival of Creativity. This prestigious accolade, awarded to a marketer that has consistently produced iconic, Lion-winning work over a sustained period, highlights Unilever’s unwavering commitment to bold, innovative, and socially impactful marketing strategies. It was symbolic that Esi Eggleston Bracey, Chief Growth and Marketing Officer, accepted the award with CEO, Hein Schumacher, firmly by her side. A clear message to the marketing community that marketing has the power to drive meaningful and sustainable profitable growth and be an indispensable partner to the CEO and the entire C-suite.
Eggleston Bracey commented: “Our commitment to bold, brave, and more creative marketing is unwavering. Creativity that starts with inspiration, connects to commerce at every moment and resonates with people to build desirable and unmissably superior brands. It is a huge honor to accept this award on behalf of our exceptional team that truly grasps the power of human connection to serve people and grow our brands.”
Here are the five key themes that have propelled Unilever to this elevated position.
1. Diversity Dynamo: Embracing Every Hue
Unilever’s dedication to inclusivity and diversity is a cornerstone of its marketing strategy. This commitment is vividly exemplified by campaigns such as Vaseline’s “See My Skin” (2022), which aimed to reconnect with Black and Hispanic women in the US. The campaign aggregated images of skin conditions on non-White skin and worked with certified dermatologists to create a searchable database. This initiative not only increased product recommendations but also demonstrated Unilever’s deep understanding of diverse consumer needs.
Dove’s long-standing mission for inclusive beauty, launched with the 2004 “Real Beauty” campaign, continues to make significant strides. The “Dove Real Beauty Sketches” (2013) campaign highlighted that women are more beautiful than they believe, earning multiple Lions and reinforcing Dove’s commitment to authentic beauty standards. Additionally, Dove’s support for the CROWN Act (2019) aims to end race-based hair discrimination in the workplace and schools, showcasing Unilever’s commitment to creating a more inclusive society.
2. Tech Alchemist: Mastering Data and Innovation
Unilever has been at the forefront of leveraging data and technology to create impactful campaigns. The Hellmann’s “Mayo McHack” (2023) campaign is a prime example. Faced with the challenge of McDonald’s not serving mayo as a side sauce, Hellmann’s found a loophole that allowed customers to order it with their fries. This creative solution showcased how Unilever uses data to identify opportunities and engage consumers in innovative ways.
Furthermore, Unilever's "Lifebuoy's Infection Alert System" campaign also demonstrates their prowess as Tech Alchemists. Lifebuoy, a leading hygiene soap brand, utilized AI and real-time data to predict and prevent disease outbreaks in rural India. By integrating data from various health sources and using machine learning algorithms, Lifebuoy was able to send targeted SMS alerts to millions of people, advising them on hygiene practices to prevent illness. This not only drove sales but also significantly contributed to public health, showcasing how Unilever blends technology and data to create campaigns with substantial real-world benefits.
3. Bold Change Agent: Tackling Taboo Topics
Unilever is not afraid to tackle societal taboos through its marketing campaigns. Persil’s “Let’s Wash Away the Taboo” (2023) campaign, as part of its long running ‘Dirt Is Good’ positioning, is a perfect illustration. This campaign showed menstruation in all its shapes, flows, and contexts through an exhibition and a book, sending the message that it’s not the stain that’s the problem – it’s the stigma. Reaching millions of people, it demonstrated how to use an existing brand platform to challenge societal norms and won a Bronze Outdoor Lion.
Another impactful campaign is Vaseline’s “Transition Body Lotion” (2024), developed for the transgender community to address skin problems during hormone treatments. This campaign won the Glass: The Lion for Change Grand Prix, illustrating how social change can drive business success.
4. Creative Catalyst: Inspiring Storytelling
Unilever’s success also lies in its ability to tell compelling stories that engage and inspire audiences. Dove’s “The Cost of Beauty” (2023) campaign is a stark demonstration of how online toxic beauty content can affect young people’s health. Through a 115-second film using real photos, videos, and diaries, it showed the pressure to fit fashionable beauty ideals and invited viewers to sign the Kids Online Safety Act. This campaign won six Lions, including a Gold in Social & Influencer, and a Gold in Health & Wellness, proving the power of storytelling in creating awareness and driving change.
5. Timely Ignitor: Connecting with Current Events
Unilever’s marketing prowess is further highlighted by its ability to connect with current events in real-time. Magnum’s “Melting Icon” (2022) campaign is an excellent example, where the brand used the hottest day in UK history to remind consumers to enjoy ice cream before it melts. By photographing the ice cream in different stages of melting and displaying the images on digital OOH sites, Magnum created a campaign that was not only timely but also highly relevant and engaging. This approach won a Bronze in the Industry Craft Lions.
Unilever team jubilant on receiving the Creative Marketer of the Year award.
Conclusion
Unilever’s recognition as the Creative Marketer of the Year at Cannes Lions 2024 is a testament to its audacious focus on inclusivity, data-driven innovation, bold storytelling, and real-time relevance. The company’s campaigns not only push creative boundaries but also address significant societal issues, driving both commercial success and social impact. As Unilever continues to champion these principles, it sets a benchmark for the industry, demonstrating how creativity can be a powerful force for progress and growth.
Photo at top: Esi Eggleston Bracey, Chief Growth and Marketing Officer, accepted the award with CEO, Hein Schumacher. Pictured with Simon Cook, CEO, Lions
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