Abstract

This case is about the promotional strategies adopted by Unilever to promote one of its leading hair care brand, Sunsilk in US. Sunsilk debuted in the US market in 2006. The goal of Unilever was to position Sunsilk as a brand that provides solutions to hair problems faced by women. The brand was advertised through different media including television, print and online. The case provides a detailed description of innovative campaigns such as ‘Hairapy’ and ‘Life Can’t Wait’ launched by Unilever to attract women towards the brand. The case concludes with a brief account of the steps to be taken by Unilever to sustain Sunsilk’s presence in the US market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the issues and challenges in launching a brand in an international market. Study the hair care market in the US and examine how Unilever launched Sunsilk in the country. Analyze the promotional strategies adopted by Unilever to promote the Suns

Keywords

Marketing communication, Consumer behavior, Global branding, Viral marketing, User generated global campaigns, Hairapy, Life Can't Wait, Consumer Packaged Goods, US hair care market, Unilever, Sunsilk