Different versions of Svelto Pump packaging with different colors and copy. Personalized Svelto Pump dishes. Created by Caffeina for Unilever.

Unilever - Svelto Pump

'Bucking' the shelf

Unilever wanted to engage a young audience in the ritual of handwashing by making it fun. We created the new Svelto Pump packshots, promoting them with the participation of influencers and through a contest with a capsule collection of exclusively signed dishes up for grabs.

Svelto is a historic Italian brand leader in the household products market, constantly innovating and improving household hygiene solutions to ensure outstanding results.
It is part of the Unilever Group.

YEAR

2023

WHAT WE DID

Creativity

GOAL

Create labels for the three Svelto Pump references that maximize shelf visibility and attract the attention of a young target audience (Millennial Overlapper).

Challenge

Intercepting consumer interest by bringing out the personality of Svelto.

12 seconds

Is the time available to capture the attention of the under 40s.

Three Svelto Pump of different colors, with illustrations of the three aromas: green lemon, cherry-tree, mint and bergamot. Made by Caffeina for Unilever.

REALITY CHECK: COME ATTIRARE L’ATTENZIONE?

“Not products but emotions, not for everyone but for me”: this is the motto that has emerged from the Millennials.

NARRATIVE ROLE

The Funny One

Svelto makes dishwashing time fun, showing its unique and innovative personality through the wry and direct tone of its target audience.
The first dishwashing detergent that does not communicate flatly.
A Limited Edition that speaks wryly and amusingly to the target audience, to wring a smile out of them at the most boring time of the daily routine, the time when you have to wash the dishes.