Case Study: Unilever achieves a rapid, consistent global brand rollout with RWS (SDL Tridion Sites)

Taking a Global Brand to a Worldwide Audience

Unilever needed to roll out a redesigned global brand identity — a new “U” logo and style guidelines representing its mission — quickly and consistently across 169,000 employees, third‑party agencies and external partners in 190 countries. The challenge was to replace traditional, slow distribution methods with a cost‑effective, tightly timed (six‑month) program that would reach multiple audiences, support many languages and ensure the same brand presentation across more than 100 web pages and layered content.

Unilever created a controlled online e‑brochure for employees, brand guardians, suppliers and agencies and implemented SDL Tridion Sites BluePrinting to manage content, access levels and translations while automatically cascading changes across sections. The site went live in time for the new logo’s launch (ads followed days later), saw 40,000 unique visitors in the first three months, delivered a smooth global rollout and set the stage for further SDL Tridion integrations.

Unilever

Katherine Attoe

IT Manager