Unilever

Smart Fill

Market

VMLY&R COMMERCE India

Challenge

Packaging is the face of a brand. But in India, it’s also the face of plastic pollution. With its products reaching 9 out of 10 Indian households, Unilever needed a sustainable business transformation.  But how would they convince shoppers to shift to a sustainable alternative if they don’t care about the environment?

Idea

We sacrificed Unilever’s most valuable branding asset – its packaging. We introduced Smart Fill, an in-store experience, that lets shoppers use other brands’ plastic waste as Unilever packaging to Smart fill products like Vim, Surf Excel and Comfort. 

Growth
  • 1.5MM earned media
  • 85% repeat purchase
  • 100K+ households reached
Recognition
  • Andy's, Shortlist