AOL TW & Unilever Ad Alliance
Unilever PLC
9 January 2002
Release: Immediate
AOL TIME WARNER AND UNILEVER ANNOUNCE MULTI-YEAR,
MULTI-MILLION DOLLAR CROSS-PLATFORM ADVERTISING ALLIANCE
Unilever Brands Will Be Promoted Across Wide Range of AOL Time Warner Online,
On-Air and Print Media, Expanding Companies' Relationship
AOL Time Warner and Unilever plc, the world's largest advertiser, today
announced a multi-million dollar enhanced cross-platform advertising and
marketing partnership under which AOL Time Warner will bring Unilever's wide
array of leading consumer product brands to millions of consumers through
innovative marketing campaigns across AOL Time Warner's broad range of online,
on-air and print media.
AOL Time Warner and its Global Marketing Solutions group will work closely
with Unilever to deliver total marketing solutions that match the strength of
AOL Time Warner's broad range of online, on-air and print media with
Unilever's family of popular consumer brands. The companies will use various
America Online interactive brands, Turner Broadcasting System properties,
including TBS, TNT, and The WB Television Network, and Time Inc. print titles,
to reach consumers with a variety of cross platform marketing programs.
Unilever's products include major leading consumer brands such as Slim*Fast,
Ragu, Skippy, Good Humor, Breyers, Dove, Wisk, Pond's, Vaseline, and Snuggle.
Today's agreement comprises four key elements: cross-platform consumer
advertising programs; developing consumer relationship marketing campaigns
using AOL Time Warner's custom publishing capabilities; information-sharing on
emerging technology and media platforms; and the establishment of a
multi-disciplinary team to drive new business growth opportunities across
platforms. The companies have also begun to develop international marketing
opportunities applying a similar strategic framework.
Charles Strauss, President and CEO of Unilever United States, said: 'This is a
groundbreaking agreement that goes beyond simply agreeing to a traditional
multi-platform media deal. Our two companies will work together, both in the
U.S. and in Europe, on customizing brand growth and marketing strategies to
drive our leading brands. Together, we have the knowledge and opportunity to
drive our businesses to further growth.'
Bob Pittman, Co-COO of AOL Time Warner said, 'By working across our company
through our Global Marketing Solutions team, Unilever will be able to take
their divisional relationships across AOL Time Warner to the next level and
reach more consumers more efficiently than ever before. The combination of
Unilever, a leading consumer packaged goods company, and AOL Time Warner,
which offers advertisers truly customized and integrated marketing solutions
across our broad range of online and offline media brands, will help Unilever
build and enhance their relationships with their customers in new and
innovative ways.'
The companies have already successfully developed divisional advertising
programs for Snuggle, Dove and Unilever Bestfoods' multi-brand effort for
Hunger Free America, which included Ragu, Lipton and Hellmann's. In addition,
Unilever and America Online pioneered the first major online alliance for a
leading consumer products company in 1998. For the consumer relationship
marketing programs and custom publishing projects AOL Time Warner and Unilever
will examine opportunities for targeted content marketing.
Both companies will commit to sharing knowledge in the areas of platform
innovation to shape future technology and standards. For Unilever this will
include its Digital Futures Laboratory, located in Englewood Cliffs, NJ, which
is proactively shaping mobile and in-home technology solutions for consumers.
-o0o-
January 9 2002
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