BUILDING A POWERBRAND

Connecting with consumers &

brand focus in action

Roland Weening

SAFE HARBOUR STATEMENT:

This presentation contains forward-looking statements (within the meaning of the

U.S. Private Securities Litigation Reform Act 1995) based on our best current
information and what we believe to be reasonable assumptions about anticipated
developments. Words such as "expects", "anticipates", "intends" and other similar
expressions are intended to identify such forward looking-statements. Because of
the risks and uncertainties that always exist in any operating environment or
business we cannot give any assurance that the expectations reflected in these
statements will prove correct. Actual results and developments may differ
materially depending upon, among other factors, currency values, competitive
pricing, consumption levels, costs, environmental risks, physical risks, risks
related to the integration of acquisitions, legislative, fiscal and regulatory
developments and political and social conditions in the economies and
environments where Unilever operates. Further details of these potential risks
and uncertainties are given in the Unilever Annual Report and Accounts and Form
20-F. You are cautioned not to place undue reliance on these forward-looking
statements.

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A changed world

• Life is more hectic and offers more choices

than ever before
• Today’s consumer is looking for experiences
rather than products
• Experiences that are immediate and intense
• The brands that dominate today’s marketplace
are the powerbrands

The ice cream market

• Consumers find the category ‘nice’, but a bit

boring and nostalgic

• We decided as global market leader to

change the consumer perception, by building
a powerbrand

• Recreating the magic of ice cream

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• A total brand experience

Creating our Powerbrand

Positioning

Retailing Visual identity

Merchandising Point of Sale

Activation Packaging
Communication
/PR

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What we set ourselves out to do:
Re-energise the ice cream
market through the creation of
an experience-based powerbrand

Owning a bigger emotional space,

creating new market space

Ice
Cream
Heartbrand Heartbrand

Ice Cream

Fun time

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The challenge

• Independent brands ➙ One brand world

• Product management ➙ Brand management
• Manufacturer ➙ Experience provider

Visual identity

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Giving the Heart a personality
and attitude

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Point of Sale

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CREATING OUR POWERBRAND

Packaging

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Packaging

We used to have consistency within

the brands

Packaging

But not across them.

There is no family feel,
no link to the Leading
Brands and product
names.

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New Powerbrand packaging

CREATING OUR POWERBRAND

Communication

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Website: the past

Website now: truly glocal

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Activation

ONE Brand Activation platform: MUSIC

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One global platform,
Many local executions
Thailand Israel
Brazil

Portugal

Ecuador Mexico

Germany

The brand activation idea 2003:

SEARCH FOR EUROPE’S BEST DANCE TALENT

in partnership with MTV

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Shakedown 2003 results

• Over 110 Mio consumers reached

throughout Europe
• Over 100.000 people attended the
auditions
• Over 3 Mio Euro PR generated
• It was ‘Serious Fun’!

CREATING OUR POWERBRAND

Merchandising

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• Fashion and fun accessories
• Webshop on line
• Enthusiastic response from consumers

CREATING OUR POWERBRAND

Retailing

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Matching the growing trend for
‘freshly made for me’

Consistent Philosophy: For me, Fresh, Fun

Ice Cream Cold Drinks Hot Drinks Baked Goods

Swirls Smoothie, Shake Coffee Belgian Waffles
Sundae, Kids Slush, Water Chocolate Cookies

Concept
• Fresh: fruit as driver, ice cream prepared on the spot
• For me: personalization, freedom to choose & create
• Fun: of ice cream, choosing flavors, attitude etc.

Brand focus in shops

Up to double revenues with new Heartbrand

concept
OLD NEW

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Present Heartbrand stores
Netherlands
Portugal UK

South Africa
Australia
Turkey

POWERBRAND 2003
RETAILING COMMUNICATION ACTIVATION
-90 shops - New - Shakedown
- NPS campaign with MTV
growth - Power of - Music
up to 200% music events

WEBSITE PR
- consistent 160M
- local consumers
- single reached w
powerful
European message
entry

- All packaging
- Web shop changed 50% of
- also used outlets
in local changed
activation Visibilityover
COLLECTION PACKAGING VISIBILITY

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• We are in tune with consumers’ lifes now
and in the future

• We’ve focused our branding and support

• Consumers are now buying our t-shirts!

As leader of the ice cream category we are

changing the face of ice cream

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Creating excitement, fun and growth!

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