Situation: With the appointment of its new CEO, Unilever Thailand sought to introduce its 2026 strategic direction and vision for the future of the FMCG industry. As the first major media engagement under the new leadership, the company aimed to position itself as a forward-looking industry pioneer, leveraging world-class science, AI-enabled consumer insights, and advanced technology to drive innovation and growth. The objective was to generate strong visibility around its strategic priorities, showcase Thailand’s role as a key innovation and R&D hub, and reinforce Unilever’s commitment to growing alongside Thai consumers and society.
Solution: Burson led the end-to-end communications strategy, including message development, media relations, content planning, and event execution for the press conference. To maximize media engagement, the team managed targeted media outreach and RSVP coordination, facilitated a seamless event experience, and introduced a structured digital Q&A platform using QR code to streamline journalist participation and enable more focused discussions with senior executives. Following the event, Burson amplified key messages across print, online, and broadcast media, complemented by a strategic interview advertorial placement in Krungthep Turakij to further reinforce Unilever’s future-focused narrative.
Success: The launch successfully established the new CEO’s strategic vision and generated significant media momentum within the first week, securing 70 pieces of coverage and delivering a total audience reach of 168.3 million. Leading national and business media, including Bangkok Post, Thai Rath, Prachachat Turakij, and The Nation, highlighted Unilever’s transformation agenda, positioning the company as an AI-driven FMCG innovator while reinforcing Thailand’s importance as a strategic innovation, R&D, and export hub within Unilever’s global network.