Unilever Relies On Innovation And Sustainability For Brand Building, Executive Says

Unilever’s vice president for brand building for food and ice cream, Jon Goldstone, said innovation and sustainability are the focus of his marketing strategy. Goldstone said he believes in the company’s “Crafting brands for life” approach to brand building, which Unilever uses to integrate creativity into its marketing efforts. Unilever’s ice cream business performed strongly in 2012 despite the economic slowdown; however, the company plans to push growth for its Flora brand of butter in 2013. Unilever’s Flora pro.activ brand of cholesterol-lowering spread partnered with the British Heart Foundation to launch a campaign to promote heart health among women.