Helping a Unilever portfolio brand find its own voice inside a giant

The challenge

Operating inside a portfolio the size of Unilever's brings resources most challenger brands would envy, but it can also mean a brand voice smoothed down to fit corporate consistency — exactly the thing making it easy for nimbler, sharper competitors to look more interesting by comparison.

We worked within brand guardrails to find the specific point of view this brand could own without conflicting with the wider portfolio, giving it permission to sound less like a corporate line item and more like a brand with an actual opinion.

Favorability and share of voice both moved in the brand's favor, showing that a large portfolio brand can still compete on personality against smaller challengers without needing to break from its parent company's frameworks.