Unilever and P&G Dive Into the Digital Playground to Catch the Next Gen Shoppers
In a bold move that’s almost as noticeable as a neon billboard, Unilever Plc and Procter & Gamble the titans of advertising, are swapping some of their 2021 ad spend from the old-school Sunday afternoon TV slot into the buzzing worlds of video games, streaming binge‑sessions and even retail media channels run by giants like Walmart and Tesco.
Why the Pivot? Pandemic‑Nurtured Habits Took Over
The pandemic has turned the way people shop and entertain themselves into a brand-new, layout‑free frontier. While the big-box uniforms slipped from the physical aisles—think Walmart’s harried crowds—online platforms became the new flash mobs. According to eMarketer, global retail e‑commerce sales were up a staggering 25.7% in 2020 and are projected to hit a whopping $4.92 trillion in 2021.
Unilever’s “Hi‑Tech” Approach
“We’re rethinking how we spend our ad budget,” Luis Di Como, Unilever’s EVP for global media, told Reuters. “The pandemic sped up the shift in how people shop and entertain. Digital marketing now makes up about 45% of our media spend, up from 40% before COVID.”
And hey, it’s not just a spreadsheet exercise—they actually host monthly gaming “master classes” for the marketing crew. Konami’s rule is simple: bring in pro players and industry experts to keep the team up to speed on what’s trending.
P&G’s “Streaming & Gaming” Playbook
For P&G, the recipe is just as adventurous. In a nod to their future‑proof strategy, a P&G rep said, “We’re evolving our plans to reach people where they are—streaming, gaming, you name it.” And senior director Elizabeth Marsten of Tinuiti tagged it “test‑and‑learn” sticky. “20‑year‑olds? They don’t watch linear TV. You’ve got to chase them into the spaces they actually spend their time.”
What’s on the Trial Menu?
- Hulu & HBO Max for the binge‑watchers.
- Fortnite & Animal Crossing for the gaming junkies.
- Retail media spots in Walmart and Tesco, bringing branded content straight to the checkout.
So there you have it—two of the world’s biggest advertisers are swapping the curtain of the old TV world for a new stage, one where bright neon screens, avatar‑filled rooms, and endless playlists take the spotlight. If it turns out to be a bumpy ride, remember this: it’s all about staying where the audience is, and that’s in the next‑gen kids’ living rooms—or their thumbs on a phone, that is.
2.7 billion gamers
Unilever’s Marketing Mojo: From Streaming to Steam
Unilever’s total marketing spend is a hefty €7.5 billion (about S$11.8 billion). While Di Como keeps the exact media spend under wraps, he’s clear about the big push into e‑commerce ads and the glowing world of gaming and streaming.
Retail‑Media: Not Just Amazon Anymore
- “We’re putting money into retailer media,” Di Como says. “So it’s not just Amazon; it’s the omni‑channel giants—Walmart, Tesco, Target, Carrefour—turning into media powerhouses.”
New‑Product Love for the Streaming Generation
As people binge‑watch TV and movies during lockdowns, Unilever’s branding is getting quirky.
- Ben & Jerry’s rolled out a flavor called Netflix and Chill’d, riffing on the millennial meme “Netflix and Chill.”
- Hellmann’s did a playful collab with the beloved Nintendo game Animal Crossing: New Horizon, promising a food‑waste charity donation every time a player “donated” a virtual vegetable.
Gaming: A Market Worth Over $200 Billion
Newzoo reports more than 2.7 billion gamers worldwide—a market expected to hit >$200 billion by this year. Unilever has been hopping on that wave.
- In Britain, Axe is sponsoring a handful of top gamers like Calfreezy.
- In China, with roughly 6 % of overall sales, Unilever backs e‑sport stars and leagues that the younger, affluent crowd can’t get enough of.
- Its Dove Men + Care brand even snagged an Apple TV+ documentary spot about paternity leave.
Eye‑Catching In‑Game Skins
Unilever tested the waters with a skin‑shop for in‑game characters, featuring freckles, acne, cellulite, hair scars, stretch marks and even psoriasis. The result? Nearly a 1 billion‑impression hit.
PG’s Parallel Strategy
People’s & Gold’s Venus women’s razor brand joined the Animal Crossing craze, proving the game‑based marketing trend is not just a Unilever affair.
So, whether you’re a gamer, a binge‑watcher, or just a snack lover, Unilever’s marketing is flexing in all corners of modern media—ready to meet you wherever you are.
