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Unilever’s Sustainable Living brands shine in Icon Brand survey 2016


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Once more, Unilever has positioned itself as a dominant leader and producer of iconic brands in South Africa. Winners of 17 accolades in this year’s TGI ICON Brands™ survey; 2016 marks Unilever’s most successful Icon Brands survey performance to date.

TGI ICON Brands Survey

Unilever brands were voted leaders across 12 categories, with five of these winning brands also awarded the survey’s most prestigious ‘Icon Brand’ title.

Unilever brands identified as iconic included:

  • Sunlight Laundry Bar (Laundry Soap Bar Category);
  • Sunlight Liquid (Washing Liquids for Washing Dishes by Hand Category);
  • Knorr Aromat (Liquid and Dry Seasoning Category);
  • Knorrox (Stock Products Category) and
  • Lipton (Nonalcoholic Drinks: Iced Tea, Ready to Drink, Category).

Sibonile Dube, Unilever Corporate Affairs Director, South & Central Africa said that the company was extremely delighted to have five brands recognised with the highest honor in this year’s survey.

“Having products voted as ‘True Rainbow Nation brands’ by the South African public indicate that we are achieving our goal of producing products that are positively impacting the lives of all South Africans.”

Knorr continued its winning streak, securing the top spot in the Gravy Makers Category, while Sunlight also scooped up a third category title for Washing Powders (Flakes and Tablets).

Handy Andy proved its place as a firm household favourite, dominating in two categories, Lavatory Cleaners and Household Cleaners. Shield received two awards in the women’s and men’s deodorants and antiperspirants categories respectively, while Dawn won the Women’s Body Creams and Lotions Category.

“With majority of our winners belonging to the company’s Sustainable Living Brands portfolio, it’s clear that Unilever’s strategy towards building brands that integrate sustainability into both their product and purpose is paying off,” said Dube.

Dube added, “The results garnered by our Sustainable Living Brands like Sunlight, Knorr and Lipton reflect Unilever’s belief that consumers reward brands that deliver social benefit as well as product performance and affordability”.

Out of thousands of brands across hundreds of product categories, only 39 were identified as Icon Brands for 2016. While 163 brands were voted category winners, not all categories identified Icon Brands. This was due to the vast differences in socio-economic levels of those surveyed as well as the means to access certain products.

Maria Petousis, the Director of the Target Group Index (TGI) which conducted the study said, “This year 15,107 consumers were surveyed representing over 24 million adult consumers, making this the largest survey of its kind in South Africa.”

Petousis explained, “Icon Brands are considered quintessentially South African. These brands are used and loved by South Africans across the age, income, race and language spectrums, and, ultimately, unite us as a nation.”

“These brands are defined by a common experience, often on a daily basis to which all South African’s are committed. Such is the brand loyalty, South Africans will even seek these brands out abroad,” Petousis added.

“In today’s competitive business environment we are deeply proud of our success in this year’s TGI Icon Brands Survey. Receiving five Icon Brand titles across a range of categories is testament to the work we are doing in South Africa and is proof that incorporating sustainability into business can be a powerful driver for real growth, whilst making a positive difference in the lives of the people we touch every day,” concluded Dube.

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