Unilever calls for the elimination of outdated stereotypes with new multi-million Rexona, XIX Entertainment and Now United collaboration

Unilever calls for the elimination of outdated stereotypes with new multi-million Rexona, XIX Entertainment and Now United collaboration

Unilever has called for content creators and distributors to eliminate outdated stereotypes and has announced a three-year multi-million-dollar deal with its Rexona deodorant brand, XIX Entertainment and Now United to co-create content that represents different cultures.

A move that comes as part of the company’s Unstereotype initiative launched two years ago, Unilever is looking to eliminate ‘harmful and diminishing portrayals of people across advertising’ with the new collaboration and will expand the initiative across all forms of content and branded entertainment.

Unilever’s Rexona brand and Simon Fuller-owned XIX Entertainment are working with Now United – the first ever global pop group comprised of 14 artists from 14 countries including Brazil, China, Germany, India, Philippines, Senegal, US and UK – to create content that celebrates different cultures through the joy of dance and moving.

Reaching millions of young people, the campaign is hoped to inspire through its positive progressive messages about equality.

Aline Santos, Unilever Executive Vice President Global Marketing and Head of Diversity and Inclusion, says, “Through our ongoing advertising assessment against Unstereotype criteria we already know that progressive advertising creates 25 percent more branded impact and new data now tells us that progressive ads are also 16 percent more relevant, 21 percent more credible and can drive purchase intent by 18 percent.
“The economic case is just as tangible as the social case for change, which is why we are expanding the Unstereotype initiative to drive unstereotypical content at scale through new partnerships and mainstream content.”

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