In the mid-2000s, Unilever’s hand dishwashing portfolio was a loose confederation of local jewels. The mandate was clear: globalize or divest. I led Project SHINE, a five-year industrial and commercial restructuring operation.
+500bpsGross Margin Uplift
#1Fastest Growing Brand, 3 Years
€500M+Brand Value
1. The Strategic Core: Real Lemon Magic
We unified 20+ markets under one Global Brand Key and defined the brand essence as the magical alternative to ordinary washing-up.
2. Structural DNA: Touch & Squeeze
- Lemon Through and Through: transparent PET to show product purity.
- Touch Me, Squeeze Me: ergonomics built for gripability.
- The Heart Transplant: ribbing structure to increase line speeds.
3. Sensorial Codes
Core ColorsPantone 382C Green and yellow.
Visual IdentityShineburst logo and bubble swoosh.
FragranceNatural cleaning power.
Auditory CodeThe squeak of clean.
4. The One Wipe Revolution
We moved beyond generic claims with an ownable torture test: turbo degreasing in one wipe.
5. Market Creation
Project Kabaddi helped bridge the gap with non-users through accessible formats such as bars and sachets.