CLIENT

Unilever

PROJECT

Sunsilk launch into the North American market

SOLUTION

Sunsilk is a premium global hair care brand that exists primarily outside of the US and Canada. Unilever embarked on a North American expansion plan that faced immediate challenges due to extreme differences in market dynamics and consumer preferences, complicated by strict global brand guidelines. Many North American consumers were already familiar with Sunsilk products through travel overseas and specialty shops. Hair issues, however, vary significantly throughout the world and it was determined that creative flexibility and market adaptation specific to North America would be critical to the success of the brand. Development of package design, point of sale systems, promotional advertising and packaging, along with component color matching for the Sunsilk North America was assigned. As agency of record for Unilever, parent company to Sunsilk, my team handled all aspects of production, quality control, and facilitated global collaboration with other agencies to ensure balanced creative adaptations of global brand components with market localizations.

ROLE

Brand strategy, package design, promotional package design, key visual assets, in-store merchandising, component color matching, production and quality control