Launched in November of 2013, Unilever Project Sunlight is a long-term initiative designed to bring Unilever's purpose to life and inspire Americans to take small actions that add up to a big difference. Through the use of the powerful nature of film, Unilever has been able to tackle social issues to help spread awareness of its many recent campaigns, including its latest called The Hunger Project.
Children's clothing retailer Carter's, Inc. has achieved over 25 percent growth in e-commerce over the last year, the highest growth in online sales to U.S. consumers in nine quarters. Carter's has also launched e-commerce in China and is piloting a new loyalty program.
The collaboration between the CPG and retailer, aims to engage consumers with the brands they know, while empowering them to make a difference through a sustainable international development model.
Campbell Soup Company announces several strategic changes to its portfolio including:removal of artificial colors and flavors by end of fiscal 2018;simplifying recipes of existing condensed soups for kids;expanding the Plum line of organic food for babies, tots and kids; and Plum launchingGrowWell, a range of purees which provide nutrients from ingredients like chia and Greek yogurt.
Between June and July, Mondelez's promos got a 220 percent boost in awareness, and engagement went up 88 percent, according to Adweek, thanks to e-commerce-enabled ads.
For brands, online sales represent huge opportunities for growth, but there are significant threats as well. Online success starts with complete visibility of who is selling their brands online, where and for how much, especially in the age of marketplaces. Here arethree primary steps to protecting and building brand value online.
