Unilever subsidiary Lever Brothers is understood to be developing a
strategy to extend the positioning of key brands Persil, Persil Colour,
Persil Washing-Up Liquid and Jif on the internet.
Lever is in discussions with web site owners to launch a series of
branded ’micro-sites’ within larger sites. These micro-sites would carry
information on brands to build Lever’s reputation as a responsible
manufacturer by providing detailed product information.
This strategy is in marked contrast to Procter & Gamble, which is
committed to ownership of its own themed sites based around specific age
or interest groups. The first is expected to be a site for teenagers
created in conjunction with Euro RSCG.
A source close to Lever, which currently only runs a dedicated Persil
site, said the company is talking to site owners including the BBC about
extending its internet activity.
Presence on other sites would bring Lever brands higher exposure and the
chance to link its own brands with both site owners and the brands of
Lever’s Persil site contains information on new products, such as Persil
Tablets, but also links the brand with wider issues through sections on
the environment and fashion.
The site focuses on Lever’s commitment to the environment through the
manufacturing of refill packs and biodegradable cartons.
A Lever spokeswoman denied that it had firm plans to develop its
internet activity outside the Persil site.
At group level Unilever has an agreement with service provider America
Online to advertise its products to subscribers. Separate from this, its
most extensive new-media venture in the UK was a five-week banner
campaign earlier this year for a new Lynx deodorant fragrance called
In the US Unilever sells products online through electronic supermarket
NetGrocer. It has no plans at the moment to do the same in the UK.
This article was first published on Marketing