Legacy Brands Elevated by New Premium Marketing Campaign

Unilever is launching the SASSY marketing framework to “premiumize” everyday brands, making them emotionally compelling and aspirational. The SASSY framework stands for Science, Aesthetics, Sensorials, Shared by others, and Young-spirited. This approach aims to create “Desire at Scale” by making emotional connections accessible broadly, not just to luxury consumers.

Unilever’s strategy involves evolving legacy brands like Vaseline and Dove to appeal to younger, digitally native audiences through storytelling, cultural engagement, and shareable content. For example, the “Vaseline Verified” campaign uses sleek visuals and community-led social media interactions to boost brand appeal and increase sales by 45%.

The framework focuses on enhancing product science, aesthetics, sensory experiences, communal marketing, and cultural relevance. Collaborations, like Dove with the cookie company Crumbl, help refresh brand image and tap into trends.

Unilever’s strategy also considers the digitalization of consumer discovery and purchasing processes, emphasizing the need for brands to remain emotionally significant in an AI-driven world. The rise of AI could lead to automated shopping, making brand connection crucial. Unilever’s Desire at Scale approach aims to keep its brands relevant amidst these technological changes.