Unilever: Smart Fill

Arpan Jain, Meenal Brahmane, Ingrid D'Souza

Consumer goods company Unilever cut down on plastic packaging in its supply chain by persuading almost 350 million consumers in India to use its Smart Fill in-store vending model that allowed shoppers to reuse old packaging.

Campaign details

Brand: Unilever (various) Brand owner: Unilever Entrant company: VMLY&R Commerce IndiaIdea creation: VMLY&R Commerce Mumbai Market: India Sector: Laundry products Media channels: Point-of-purchase, In-store, Sales promotion Budget: Up to 500k

Executive summary

Packaging is the face of a brand but in India, it’s also the face of plastic pollution. With its products reaching nine out of 10 Indian households, Unilever needed a sustainable business transformation.

Smart Fill is an in-store vending model that has changed Indian shopper behaviour since its introduction....

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