Towards a cleaner detergent category
The Cleaner Planet Plan of Unilever
Unilever is a global company selling fast-moving consumer goods. Their purpose is to make sustainable living commonplace.
The Cleaner Planet Plan
Unilever saw the opportunity for an initiative to make the ‘home care’ category more sustainable. The Cleaner Planet Plan was set up, with the goal to reduce the usage of detergent and packaging materials and decreasing CO2 emissions. The ambition was to convert all concentrated liquid detergents to super concentrated formulas. To set up the Cleaner Planet Plan properly and to ensure credibility they needed an experienced partner…
“The expertise of The Terrace helped us to bring the Cleaner Planet Plan faster and more credible to the market.”
Robbert de Vreede
Vice President Foods & Digital Transformation, Unilever Benelux
Cleaning products meet sustainability
The Terrace guided the brand team towards a vision to integrate sustainability into the category of washing and cleaning products. We conducted global research to identify the major environmental topics to tackle, facilitated brainstorms that resulted in a detailed brief on the environmental innovation needed to deliver on the desired change. When ready to launch we supported communication and engagement with retail partners.
New vision new team
We delivered a clear and inspiring Vision paper and led a retail launch of the “Klein & Krachtig” concept. We also created the internal Green team to build awareness and engagement among employees.
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