Unilever's Sharpened Focus: Hellmann's Case Study

November 9, 2010

Executive Summary

Ryu Yokoi, Brand Manager, Unilever, Sarah Kostecki, Account and Marketing Director, Ogilvy & Mather, and Jeffrey Bowman, Director, OgilvyCulture, discussed how Hellmann’s used a general market idea in 2009 to reach the Hispanic community and increase light mayonnaise penetration among this group. Hellmann’s wanted to apply a cross-cultural approach when targeting Hispanic consumers, so they started the process by looking at their global light mayonnaise campaign to see if there were insights in it that had a cross-cultural resonance. As a result, Hellmann’s saw significant increases in sales, volume, awareness, and brand attributes among Hispanic consumers of light mayonnaise.

Speaker: Ryu Yokoi, Brand Manager, Unilever


"Unilever's Sharpened Focus: Hellmann's Case Study." Ryu Yokoi, Brand Manager, Unilever; Sarah Kostecki, Account and Marketing Director, Ogilvy & Mather, Jeffrey Bowman, Director, OgilvyCulture. ANA Multicultural Marketing and Diversity Conference, 11/09/10.

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