Unilever - Solo Open Kitchen

Belgian cooking margarine Solo, owned by Unilever, had been declining at a larger rate than the market average owing to increased competition from soya products, olive oils and low-fat margarines, and the product itself being perceived as old-fashioned and less healthy.

Unilever – Solo Open Kitchen

Agency name: ENGAGE BBDO Client name: Unilever Category: Loyalty & Long-term Umbrella Campaigns

BACKGROUND

Market:

  • Solo is a local Belgian cooking margarine by Unilever.

  • Market of cooking margarines shows steadily decreasing volumes year after year.

  • Solo loses more than the market (average sales decrease of 8% per year) over 10 years.

  • Healthy products gain market share (competitors are : Alpro (soya), Becel (healthy low fat margarine), Bertolli (olive oils)

  • Solo took a lot of initiatives during those 10 years: TV campaigns, an own cooking magazine (Kreatieve Keuken), promotions, … nothing...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands