10 January 2025
Mrs Catherine Abbott, Head of Business
With global marketing a key topic this term for Upper Sixth students studying A Level Business, a fascinating talk just before the Christmas break from Holly Hetherington, Global Marketing Manager at Unilever, was perfectly timed.
Holly talked to members of our Business Society about her recent role in design, digital and socials for Unilever’s Dirt is Good laundry brands. She showed students the development of Persil’s packaging design, explaining how the brand’s visual identity has evolved over time. She also talked about how it retains global consistency while being adapted to different local and national cultures.
Students were very interested to hear that, even though the laundry industry falls into a ‘low interest’ and ‘low engagement’ category, the brand uses sport to connect with the market. Holly showed us an advertisement specifically developed for the Argentinian market. It was interesting to see how the company used football to connect to Argentinian consumers in a way that provoked an emotional response. In regard to the increased usage and development of AI to aid in branding, Holly emphasised the continued need for human creativity at a time when consumers are increasingly looking for cheaper alternatives.
The students found Holly’s talk incredibly valuable and thought-provoking.
Josie, Upper Sixth The talk gave me a great insight into the impact of strategic decisions on a brand’s growth and it was really interesting to see how understanding different cultures and adapting marketing campaigns to them can drive global success.
Autumn, Upper Sixth The talk was fascinating and gave me a real insight into the dynamic world of international marketing. I was particularly intrigued by how important it was to account for local cultural differences when creating successful global brands.