4 pbs Surf Excel is part of Dirt is Good (DiG) global brand. Introduced by Unilever Pakistan in 1948, its the oldest detergent Tee Re mem elt aa Promising superior stain removal for foam tho eel gs eB e Umea Cole leader even today- It is also one of the most ese Re oiteleo Me RUM Oa PTLD M PEELE M ATE) EeeDIRT IS GOOD ne Meet ct aU alc eem oe Te em ca ae Surf are sold over 78 markets and collectively known as Dirt is Good {Dic). * Dirt is Good is a central philosophy that the brand lives by, with an intrinsic passion to ensure child development through Rete WC ead acee eeM CRMC Cco RIE aCe build awareness on the importance of child learning through fod ncialal aon ?. Although child development is at the very heart of Surf Excel's message, this would not be possible without the superior stain’ Pel eve COREL R LUE Ae a rae) elt i Ce Le FcR CN TU NAN eee ALCETR (elt) don't have to worry about getting dirty, therefore you can give Aelia tet maim ices Mceney rage WOR CN asi ecr ROUTE UML God and grow and develop at the same time.Boe car dependent on tl Pee rere ICR URC “@D ere Caretta] Bi poagee in Peoeuy show sh a4 BEss( ees eee Oke Ree Recaro mureult DG eat le Eee teeter what we call real play: , hands-on, stuck-in, eda) oles leol a a Ole s that gives children the chance to odoteldi-Uulec ae world around themFemale working ot 3 i Housewives {Aug TASK Ce i 0 ENCOURAGE THE CAUSE OF REAL PLAY WITHOUT sebabiab ia ened sedlliaed — —_ Bakies slats & barriers Show clearly how the campaign addresses the insights 2 Driver behavior change How it will ensure moms take action to take kids out = to play more without worrying about them getting di the process Drive campaign via digital Utilize digital & mobile to drive the campaign & explain how these mediums will work to increase real play and hence child development sg i att ce ys i he consumer story using another medium (if required) Link online with offline- onground, instore, on pack, outdoor etc Translate this “Big Idea” into an etecution planUNILEVER SUSTAINABLE _LIVING PLAN “@ Plastic has become an integral part of our lives. It protects products and makes them easy to dispense or reseal after use. But with that has emerged the enormous — and growing — problem of plastic waste. It is littering our environment, Pom ee etee cee eta ete eit cme Rely CRO a ORLA Mer Roce Rice aCe Lee Rea Ti Men ce UEC eli miiigay gellar Oe z MCR ics ECE HC eee lear eg scarcity is becoming an everyday reality for more and more people. “@ Unilever Sustainable Living Plan (USLP) is a bold ambition to achieve change within our company. Launched in 2010, it is creating sustainable growth through purpose-led brands, PUTA et eer gee mic) el eRe men Loans g build trust..The effect of climate change is hurting our country ame: Pakistan has been listed as the 7th most vulnerable country affected by climate change, Surf Excel is taking steps to reduce its environmentat footprint to create a more sustainable future. By 2020, our goal is to halve the impact our products have on the environment as we grow our business. ‘We're making sustainable living a driver of everything we do and changing the way we make our products. Since 2008, we have been redesigning our powder formulation in key regions and have reduced our recommended dose per wash by 25%, so we are able to deliver the same effective performance but in smaller measures. Less product means we use less raw and packaging material, and less production energy, with fewer lorries needed for delivery, therefore putting les® stress on our environment. However being the market leaders we still rely large quantity of Packaging Solutions (Flexible, corrugated and sack) to ensure that the product reaches our consumers in best possible wayCRAFT a disruptive process/mechanism which can reduce, eliminate or recycle the plastic consumed by surf excel How can we tie in the consumer story of Dirt is good (brand bci) with our plastic reduction agenda? Suggest | cost effective ways of reducing plastic from Surf's primary packaging without hurting the aesthetics of the brand: -Manifest the USLP agenda via packaging, product, communication etc