How Unilever and Coca-Cola build brand purpose

This event report looks at how some of the world's biggest FMCG brands build purpose through building on a legacy of quality, and delivering benefits beyond the individual.

How Unilever and Coca-Cola build brand purpose

Brian CarruthersWarc

When Lord Leverhulme launched Sunlight soap back in 1884, his aim to was to "make cleanliness commonplace". One hundred and thirty two years on, the idea of brand purpose still takes centre stage at the company he founded and in the portfolio of FMCG brands it owns.

At the Guardian Changing Media Summit 2016, an event held in London in March, Keith Weed, chief marketing officer at Unilever, outlined how the business had gone about explaining "the brand behind the brand" as it sought to add value to the...

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