Unilever’s Sunlight has unveiled a new “Women of More” brand campaign to support women-owned businesses.
Developed in partnership with Ogilvy Africa, Kenya – the campaign is pegged on Sunlight’s uplifting attitude toward women in East Africa.
Commenting on the creative’s direction, Henry Muchauraya, Homecare Director, East Africa, Unilever, said, “Sunlight is committed to helping over 100,000 Kenyan women entrepreneurs to develop their businesses into sustainable and profitable ventures they can be proud of by 2026. We will do this by providing tools and partnership to allow them to become More. We have done this by partnering with UNITAR and Absa Bank
The campaign is anchored on three pillars; media, shopper, and education to sustain its promise. This will see the media pillar donate media spaces to support the businesses by creating visibility through digital, radio and OOH ad spaces such as billboards. Shopper- offer spaces to the women for them to market their products through its instore activations and the education pillar to offer training on financial, literacy, marketing skills and digital marketing.
The campaign aims to showcase Sunlight’s product promise, while creating a sustainable mechanism for the brand to act upon its brand promise.
“Products exist to serve a utility, while brands exist to serve their users. We believe this initiative sits at that sweet spot, where a brand is setting itself up to make a real difference to the lives of the users, who’ve made it the success it is today. We applaud Unilever’s intent, and are proud be their creative agency in supporting these women to be more,” says Vikas Mehta, Chief Executive Officer, Ogilvy Africa
The three months campaign is in support of women-owned businesses, projects, and products to help them grow and thrive.