1960s
The 1960s brings optimism and new ideas as the world economy expands and standards of living continue to rise.
A time for growth
As a result Unilever expands and diversifies through innovation and acquisition, setting up advertising agencies, market research companies and packaging businesses. In 1968 it tries to merge with Allied Breweries in a truly ambitious acquisition bid. But maintaining profit stability is difficult as the gap widens between best and worst performing operations, and funds are invested to maintain low-yield businesses.
In the mid-60s, a restructure increases opportunities to grow brands internationally. Control and European profit responsibility for the biggest brands are subsequently moved from individual operating companies to category-focused teams called Co-ordinations.
Highlights
1960 | All washing-related brands are placed under the control of a single company, Lever Brothers and Associates. Becel, the pioneering 'health' margarine, is launched after the medical community asks Unilever to develop a cholesterol-lowering food product. Initially it's only available from pharmacies. |
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1961 | Good Humor ice cream is acquired in the US. |
1963 | Cornetto, the first packaged and branded ice cream cone, launches in Europe. Becel is repositioned as a diet margarine and distribution is widened to include the grocery sector. |
1965 | Unilever forms its own specialist packaging business, the 4P Group, turning an internal service provider into a profit earning business. Cif is launched, starting in France. |
1967 | Captain Birds Eye/Iglo/Frudesa makes his first appearance in TV commercials. |
1968 | Unilever attempts unsucessfully to merge with Allied Breweries, one of the UK's largest brewing companies. |
1969 | Unilever airs the UK's first colour TV commercial, which is for Birds Eye peas. |
