Unilever’s best-performing TikTok campaign. And a social idea that became Unilever’s #1 new product of the year.

Two brands. Record results.

168mAXE #FreshNeighbour impressions
+38.6%AXE ad recall
#1Robertsons: Unilever New Product of the Year 2024
22.5%Robertsons sales uplift (H1 2024)

Two heritage brands. Two very different categories. One belief: the next generation won’t be talked at. They want to take part.

For Unilever, we put culture and people at the centre of the brand. For AXE, that meant handing the story to Gen Z creators, the AXE Freshmen, and turning a dated stereotype into a brand that celebrates confidence and individuality.

For Robertsons, it meant inviting South Africans to become Spice Masters and make their own signature blends, turning a 100-year-old spice brand into a hyper-personalised experience.

Both ideas were built for social first, and both drove results that put them at the top of Unilever’s global portfolio.

Robertsons | Spice MastersA social idea that became Unilever’s #1 new product

#1New Product of the Year 2024

The challenge

Private labels and discount spices were eroding market share and shelf space, while media fragmentation eroded share of voice with digital-first younger consumers.

The idea

No two people enjoy their spices the same way. So we turned South Africans into Spice Masters, inviting them to make their own signature blends of Robertsons’ famous spices. The blends sparked unprecedented online engagement, which drove even more people to the experiential moments.

See the full case study and make your own blend

22.5%Sales uplift (H1 2024)
+2.6%Increase in sales volume (H1 2024)
+8.6%Owned media engagement rate
Top 5Of Unilever’s global brands

Culture first. Results at the top of Unilever’s portfolio.

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