A mission "to add vitality" underlies a new global online and on-pack identity for fmcg titan Unilever.

The company's redesigned U-logo will now start to appear globally on such Unilever brand packs as Flora, Bertoli, CIF, Dove, Hellman's, Knorr, Ponds, Rexona, Omo, Surf and Slimfast.

As the new identity is rolled out on pack, so too will Unilever's myriad websites carry the U-logo. Hitherto, Unilever has been ultra-shy of promoting itself to the general public as a corporate entity.

But the times they are a-changin', according to Unilever online communications manager Tim Godbehere: "Unilever is all about vitality and this development reflects just what that means - in different ways," he avers.

Seemingly overawed at the corporate wonder of it all, the prose gets ever more purple: "On the one hand, it is a demonstration of how vitality is infusing all elements of [Unilever's] day-to-day activities, and on the other it demonstrates a speed of thought and deed that would have been almost inconceivable before - vitality in action."

Back in the real world, Unilever's redesigned sites aim to reflect consumers' growing insistence on knowing more about the products they buy.

Yesterday (Thursday) saw the relaunch of brand and corporate websites across seven nations, all incorporating the new design. Unilever intends that new sites will be launched in 25 key markets by the year end.

Data sourced from BrandRepublic (UK); additional content by WARC staff