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Saturday, September 12, 2009

Unilever Expands ViveMejor Initiative

July 16, 2009
Unilever’s ViveMejor (“Live Better”) program continues to evolve. Now in its third year, the multi-brand campaign addresses the personal care and cooking needs of Hispanic women through such avenues as expert advice and valuable coupons from popular Unilever brands.

“Unilever continues to look for innovative ways to deliver on the promise of our vitality mission to help our consumers look good, feel good and get more out of life,” noted Marc Shaw, integrated marketing director at Englewood Cliffs, N.J.-based Unilever U.S. “Our 2009 ViveMejor campaign is a testament of our commitment to offer Latinas practical solutions that will help them simplify their daily routine so they can do the things that matter to them the most.”

As well as the ongoing beauty and food campaigns “Pasa La Belleza” (“Spread the Beauty”) and “Desafío del Sabor” (“The Flavor Challenge”), this year’s program features new talent and a variety of consumer touch points, including national television integrations on morning and evening shows shown on Spanish-language television network Univision, public relations outreach, print advertorials in best-selling Hispanic magazines, direct mail, and retail events in the top Hispanic cities across the United States.

Additionally, to promote the company’s food solutions, Marcela Valladolid, chef and author of “Fresh Mexico,” will now offer recipes and cooking tips to help such featuring  brands as Hellmann’s and Best Foods, Knorr, Lipton and Ragú.

Moreover, as part of Unilever’s sustainability mission, all content from the ViveMejor magazine is now available online at ViveMejor.com. The newly redesigned Web site aims to enhance consumers’ online experience through a fresh, simple-to-use layout allowing quick access to recipes, cooking demonstration videos, beauty tips and high-value coupons. Visitors can also view the calendar of events scheduled across the United States, during which they will be able to receive free in-person beauty consultations and cooking tips from beauty expert and hair stylist Leonardo Rocco and Valladolid.
http://www.brandweek.com/bw/content_display/news-and-features/hispanic-marketing/e3iaa05fecf97736efdd3b52cd49a71ca28

Another example of multi-brand campaign by a house of brands with specific ethnic-group target which was maximized through multiple touchpoints.