In the mid-2000s, Unilever's hand dishwashing portfolio was a loose confederation of "local jewels"—Svelto in Italy, Sunlight in Asia, Ala in Brazil. The corporate mandate was binary: Globalize or Divest.
I led the "Sunlight Renaissance" (Project SHINE), a 5-year industrial and commercial restructuring operation. We moved from disparate local strategies to a single global logic, driving double-digit growth even in recessionary times.
1. The Strategic Core: "Real Lemon Magic"
We unified 20+ markets under one Global Brand Key. We defined the brand essence as "The magical alternative to ordinary washing-up." This wasn't just a slogan; it was a strategic discriminator.
While competitors sold generic "soap," Sunlight sold the "power of nature" (Real Lemon Juice) combined with a "Magical" personality—optimistic, enchanting, and transformative. This positioning allowed us to command a 20% price premium versus the market average.
The Communication Pivot: "World of Dishes"
We shattered category codes of "smiling housewives in kitchens." We launched a new Brand Communication Idea (BCI) that anthropomorphized the problem: a 3D animated "World of Dishes" where plates and glasses discussed their "personal problems" like stubborn grease and odors. This creative platform beat all historical Millward Brown benchmarks.
Market Dominance (2010 Snapshot)
| Market | Value Market Share (VMS) |
|---|---|
| Sri Lanka | 90% |
| Indonesia | 81% |
| South Africa | 69% |
| India (Vim) | 57% |
| Italy (Svelto) | 33% |
2. Structural DNA: The Physics of "Touch & Squeeze"
The most capital-intensive aspect was the migration from Polyethylene (PE) to Polyethylene Terephthalate (PET). We re-engineered the bottle to create a proprietary "Structural DNA":
- "Lemon Through and Through": We switched to transparent PET to allow the product's vibrant color to shimmer and refract light, proving we had "nothing to hide."
- "Touch Me, Squeeze Me": We engineered the ergonomics for "gripability." Even with wet hands, the asymmetrical shoulders and lemon-peel texture invited interaction.
- The "Heart Transplant": To prevent the lighter PET bottles from imploding on high-speed filling lines, we adjusted the ribbing structure, increasing line speeds and reducing overheads.
3. The Sensorial Codes: A Unified Language
To ensure the brand felt the same in Rio as it did in Rome, we codified a set of "Sensorial Codes" that governed every touchpoint.
4. The "One Wipe" Revolution
To reinforce our brand strength, we moved beyond generic "fast cleaning" claims. We created a compelling and ownable torture test: "Turbo Degreasing in One Wipe."
This dramatization of performance—proving efficacy even in cold water—raised the bar for the entire category and solidified our leadership position against lower-priced competitors.
5. Market Creation: Project Kabaddi
In emerging markets like India and Nigeria, we identified a massive "White Space": the Bottom of the Pyramid consumers who were still using hard soap bars or powders. To grow, we had to change behavior.
We launched Project Kabaddi to bridge this gap:
- The Vim Bar: A coated scourer bar that offered the dignity of a brand at an accessible price point.
- The Sachet Strategy: Flexible micro-doses for daily cash-flow economies.
- The "One Drop" Demo: Field teams went door-to-door proving that a single drop of Sunlight liquid could clean a pile of dishes that required a handful of cheap powder.