Unilever: Smart Fill

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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