The Unilever Foundation has launched an on-pack promotion for Domestos as part of its partnership with Unicef to improve sanitation around the world.
The promotion, running now until the end of September, will see Unilever donate 3p to Unicef’s sanitation programme for each special edition Domestos bleach bottle sold. Unilever will be hoping to replicate the success of last year’s campaign, which it said had resulted in a 6% uplift in sales.
“We expect this year’s push to be equally, if not more, successful as consumers increasingly look for brands that have shared values and beliefs,” said brand manager Trang Pham.
The activity forms part of Unilever’s commitment to help 25 million people gain improved access to a toilet by 2020 as part of its Sustainable Living Plan.
“Our partnership with Unicef will help us reach our target as we continue to educate people about the impact of poor sanitation and hygiene on the health of children around the world,” said Pham.
Since 2012, the partnership had resulted in 1.32 million people gaining improved access to toilets, she said.