BACKGROUND | CHALLENGE
Sunsilk is a premium global hair care brand that exists primarily outside of the US and Canada. Unilever embarked on a North American expansion plan that faced immediate challenges due to extreme differences in market dynamics and consumer preferences, complicated by strict global brand guidelines.
Many North American consumers were already familiar with Sunsilk products through travel overseas and specialty shops. Hair issues, however, vary significantly throughout the world and it was determined that creative flexibility and market adaptation specific to North America would be critical to the success of the brand.
Based on our deep CPG experience, MINT was retained to develop package design, point of sale systems, promotional advertising and packaging, along with component color matching for the Sunsilk North America product launch. As agency of record for Unilever, parent company to Sunsilk, MINT handled all aspects of production, quality control, and facilitated global collaboration with other agencies to ensure balanced creative adaptations of global brand components with market localizations.
“The Sunsilk launch in North America was an amazing success by partnering with Mint in implementing the global design to meet the North America market. Their expertise in the hair and personal care category made them a perfect fit! Always with an uncomplicated style and a smile.”
Senior Design Manager, Unilever