Home > Visy’s plastic packaging is part of SunSilk makeover

Visy’s plastic packaging is part of SunSilk makeover

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article image Plastic packaging

 The expertise of a number of local manufacturers, including long-term supplier Visy Industrial Packaging (Visy), was engaged to facilitate the implementation of the Australian strand of its global repositioning strategy.

Long, trusted and local relationships were key to the recent SunSilk makeover for FMCG giant, Unilever.

The expertise of a number of local manufacturers, including long-term supplier Visy Industrial Packaging (Visy), was engaged to facilitate the implementation of the Australian strand of its global repositioning strategy.

The hard-to-miss, revamped shampoo, conditioner and spray range which was rolled out across Australia in July, replaces an outdated, masculine pack with a product that is stylish and modern.

Shirley Towey, Account Manager for Visy says the company, which has been working on Unilever brands for over 20 years, was very happy to be chosen once again as the manufacturer of the SunSilk brand.

"The line for the new range is operating very well with demand keeping the machines hot", she says.

"Though our long term relationship held us in good stead when the time came for Unilever to choose its partners for this product", Towey explains, "it would not have been renewed had Visy not continually demonstrated its commitment to achieving what we term ‘manufacturing excellence' over the years.

Ours is a partnership that has grown and developed as both of our companies have gone through a number of commercial changes.

Throughout, Visy has remained committed to investing in new and improved manufacturing platforms and technologies to ensure that customers like Unilever benefit from the latest technologies and processes available.

If we did not maintain the standards that Unilever has come to expect since 1986, there's no question we would not have been part of this project", she says.

Made from High Density Polyethylene with pearl pigments for individual variants, the revamp has seen SunSilk's primary pack change from 350ml to a less bulky 200ml bottle.

Mariko Rex, SunSilk brand manager, says the existing conditioner pack, which is preferred by consumers, has been continued.

Colour is the key focus of the new-look packaging, using the ‘dots' - ‘Which one are you?' theme to limit the confusion which often exists amongst consumers when choosing a hair care product.

"An intense multi million dollar integrated marketing communications campaign is being implemented this year to support the relaunch of the product", Rex says. And so far it seems to be working.

"The new design has been well received by Australian consumers as indicated by incredible post launch results including; achievement of record share for SunSilk, +17%* value growth in the last quarter, 67% increase in unit sales - which correlates to a significant increase in penetration. Yes - we're keeping Visy busy!"

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