Unilever’s €900M Marketing Blitz: A Bold Strategy for Growth



Unilever is making a bold bet on the future with its biggest marketing investment in over a decade. The consumer goods giant has announced a significant increase in its brand and marketing expenditure for 2024, raising investment by €900 million—its largest marketing spend in over ten years. 

This increase now represents 15.5% of the company’s total turnover, reinforcing Unilever’s commitment to brand growth and consumer engagement.

While the company reported a 1.9% rise in turnover to €60.8 billion, its operating profit declined by 3.7% to €9.4 billion due to non-underlying charges, including asset disposal losses and restructuring costs.

 Despite this, Unilever’s leadership remains confident in its long-term growth strategy, backed by its marketing and innovation investments.

Unilever’s Strategic Investment in Marketing

Marketing is not merely an expense for Unilever; it is a strategic driver of sustainable growth. The company’s decision to increase spending comes as a response to improving gross margins, allowing it to aggressively invest in brand-building and market expansion.

This bold move highlights Unilever’s forward-thinking approach, focusing on:

  • Sponsorships & Brand Visibility: The company secured major sponsorship deals for UEFA Euro 2024 and CONMEBOL Copa America USA 2024, amplifying its global presence.

  • Consumer Engagement & Loyalty: By increasing investment in advertising and brand-building initiatives, Unilever is strengthening its connection with customers worldwide.

  • Long-Term Market Positioning: The investment aligns with its refreshed GAP2030 strategy, positioning the company for future growth and market leadership.

Marketing Investment vs. Profit Margins: Striking the Right Balance

A key challenge for any business is finding the right balance between marketing investment and profit margins. Unilever’s latest strategy is a testament to the belief that increased marketing spend can drive long-term revenue growth. 

However, with a 3.7% decline in operating profit, some might question whether the increased expenditure is sustainable.
The answer lies in Unilever’s performance metrics:

  • Sales growth: 4.2%

  • Volume growth: 2.9%

  • Price growth: 1.3%

These figures suggest that Unilever’s strategy is already yielding results. By increasing brand visibility and engagement, the company is ensuring continued sales growth, even in a market facing economic uncertainties.

Digital Transformation: The Key to Marketing Efficiency

Unilever’s marketing spend is not just about traditional advertising; it is increasingly digital-first and data-driven. The company leverages AI and predictive analytics to optimize campaigns, ensuring that every euro spent maximizes ROI. Read more. . .

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