NEW MEDIA: Lever builds net links

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

other advertisers.

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

Apollo.

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