Sketch Pro reshapes creative for Unilever brands

Unilever is reshaping its marketing approach with a strategy called Desire at Scale, designed to move brands beyond functional benefits and connect with consumers on an emotional level.

Central to this shift is the rollout of Sketch Pro, a network of in-house design studios that combines human creativity with AI-driven tools to accelerate content production and strengthen cultural relevance.

The aim is to help brands express their identity in ways that align with how people live and engage with content today. Rather than broadcasting messages, Unilever seeks to foster belonging through ideas designed for sharing, often tailored to local communities and cultural moments.

From functional to emotional in Home Care

The transition is particularly visible in Unilever’s Home Care portfolio, a category traditionally centered on features such as stain removal and germ protection. With Sketch Pro, brands are producing emotionally resonant content that emphasizes fragrance, aesthetics and lifestyle benefits, shifting consumer perception from rational to more emotive associations.

Sketch Pro places designers alongside marketers and leverages AI to accelerate workflows. Routine tasks are automated, freeing creative talent to focus on strategy and storytelling. Teams can move from concept to consumer testing in as little as two hours, a process that previously took days or weeks.

Cultural resonance drives engagement

During Ramadan in Indonesia, Sketch Pro enabled the Jakarta team to rapidly produce TikTok content for Rinso and Sunlight, drawing on live social media trends such as lip-syncing. The campaign generated more than 6 million organic views and boosted TikTok visibility by over 22 percent.

In Brazil, when actor Fernanda Torres received an Oscar nomination, Brilhante revived a character from her sitcom Tapas & Beijos in a campaign that linked fabric care with cultural storytelling. These examples illustrate how fast-response content can enhance both brand visibility and emotional resonance.

Scaling globally with local agility

Sketch Pro studios are currently operating in London, São Paulo, Mumbai, Jakarta, Durban, Shanghai and Istanbul, with plans to expand to 21 markets by 2026, including South-East Asia. Each studio adapts its toolkit to suit the creative task, ensuring flexibility while staying aligned with brand strategy.

The model supports faster campaign deployment and stronger digital performance, with its start-up mindset ensuring rapid adoption of new technologies. Unilever views Sketch Pro as both an operational accelerator and a creative engine that positions its brands to compete effectively in a social-first marketing landscape.

As consumers increasingly seek enjoyment and indulgence in everyday routines, Unilever sees Sketch Pro as a way to integrate cultural insights, design excellence and AI-driven agility. By making content more relevant and resonant, the company aims to secure its Home Care brands a stronger place in lifestyle conversations while setting new benchmarks for marketing operations.

www.unilever.com

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