12.02.15
Unilever has launched its Unilever Foundry, a platform to connect its brands with innovative start-ups, in North America. According to the CPG giant, Unilever Foundry enables the company’s global brands to experiment with and pilot new technologies more efficiently and effectively, and also provides start-ups and entrepreneurs the opportunity to develop and work on global projects, access mentoring from marketing professionals, and tap into a new source of funding through Unilever Ventures.
The program is already operating in the United Kingdom, Singapore and India, with products including Axe, according to Unilever.
“Pioneering new approaches to business has been core to Unilever since our company was founded more than 130 years ago. In an always-on, data-driven and connected world, innovative and forward-thinking technology companies will play a vital role in helping our brands continue to engage meaningfully with people everywhere. Through Unilever Foundry, we’re enabling our brands and functions to continue to lead the industry through engaging with the pioneers of today: start-ups,” said Kees Kruythoff, Unilever North America president.
Since starting the Foundry in the UK 18 months ago, Unilever has already launched 75 pilots with different start-ups around the world.
The Unilever Foundry offers four key opportunities for start-ups and entrepreneurs:
The program is already operating in the United Kingdom, Singapore and India, with products including Axe, according to Unilever.
“Pioneering new approaches to business has been core to Unilever since our company was founded more than 130 years ago. In an always-on, data-driven and connected world, innovative and forward-thinking technology companies will play a vital role in helping our brands continue to engage meaningfully with people everywhere. Through Unilever Foundry, we’re enabling our brands and functions to continue to lead the industry through engaging with the pioneers of today: start-ups,” said Kees Kruythoff, Unilever North America president.
Since starting the Foundry in the UK 18 months ago, Unilever has already launched 75 pilots with different start-ups around the world.
The Unilever Foundry offers four key opportunities for start-ups and entrepreneurs:
- Marketing Mentors: Over a period of three months, Unilever mentors work individually with start-ups and entrepreneurs to craft their brand vision, marketing strategy and product roadmap.
- Challenges: Through the platform, Unilever brands and functional teams post briefs looking for innovative technology solutions. Companies with proven technology are invited to pitch their solution and, if selected, pilot their technology with Unilever. The pitch-pilot-partner process enables Unilever to embed experimentation at the heart of the marketing function.
- Investment: Unilever Foundry also gives companies the option to apply for funding through Unilever Ventures, the venture capital arm of Unilever. One of the investment focus areas for Unilever Ventures is digital marketing; and it has already made several successful investments in this space, including Olapic, Yummly and Brandtone.
- Be part of the launch event: The Unilever Foundry launch in North America will be celebrated with an event where more than 150 Unilever marketers and leaders from the North American start-up community will come together to network, see pitches from leading start-ups, and explore opportunities for collaboration.