Unilevers Comfort Fabric conditioner is perceived as a strong brand with strong innovations, which is showing both excellent results and growth mainly driven by the developed and emerging markets (Asia, LATAM and AMET). However it had been some time since this message had been communicated internally, in fact the last official time the brand had been presented was at the Istanbul Fabric Conditioning Conference in September 2007.
Since then, the Global Comfort team has strengthened the brand key vision and plan. The target audience was not aware of the developments and therefore required an compelling internal communication strategy to deliver the new key messages.
The communication objective was to engage and inform a wide internal audience. Both an internal audience such as colleagues working regularly on the Comfort brand within Unilever regions across Europe, Asia, LATAM, AMET and marketers across varied disciplines from Brand development, Brand building, CMI (marketing research), Research and Development and Finance.
The proposal for the Comfort global brand team at Unilever was to design and develop a digital toolkit for their brand intranet, based upon the iconic Clothworld advertising campaigns. This would provide an interactive online home for Comfort; containing all assets such as iconic TV advertising, the global design strategy assets, brand design guidelines, 40 years of Comfort historic montage film, research documents, contact details, print and video presentations.