Building loyalty without damaging brands

Anita Carra, trade marketing director of Unilever, spoke about their multi-brand promotions. This year, the key to success has been proactive action and the ability to come up with new messages. Unilever is focusing on building brand loyalty as a response to hard times. Their multi-brand promotion covered 18 brands and has proved to be most successful where retailers co-operated. Co-operation with retailers is the future for them.