Unilever Is 'United For America' in New FSI

Unilever dropped a stand-alone, multi-page FSI event on Sept. 20 focused on its United For America initiative, which the manufacturer calls a "movement inspiring collective action in the wake of COVID-19."

Touting more than $55 in coupons for "brands helping America recover" contained within, the event’s front page promoted a variety of donation programs backed by specific brands: Suave donated $1 million worth of hand sanitizer to healthcare workers, Dove donated $2.5 million worth of products to a network of American food banks, Caress donated $500,000 for women of color entrepreneurs and business owners, and Shea Moisture created a $1 million fund for women of color business owners.

FSIs throughout the event had headers directing consumers to visit to see how the manufacturer is helping American cities "recover, rebuild and reimagine their future." The back page of the event provided additional details on donation totals: $20 million worth of food, hygiene and cleaning products, 4 million products, $2 million by Dove and Vaseline to Direct Relief, and more than $500,000 to Feeding America. 

Half of the back page was also dedicated to Seventh Generation, depicting a message related to eating out less during the pandemic: "Home cooking is an act of love. These days there's a lot of love." 

In other cause marketing activity, Dove activated its Self-Esteem platform in an interior spread highlighting new, limited-edition Help A Girl shampoo, body wash and body lotion while touting its efforts to help young people build self-esteem and body confidence.

Other brands represented in the event included Degree, Tresemme, Nexxus, Vaseline, Lever and St. Ives.

The Sept. 20 drop is the second edition of the newly branded "Super Saver" FSI event Unilever introduced the previous month, published and distributed by Valassis' RetailMeNot Everyday. Unilever has issued coupon inserts under the standard RetailMeNot Everyday name (previously RedPlum) in the past, but the Super Saver name change is notable as it heralds back to a time when many major CPG manufacturers issued their own branded coupon inserts. In recent years, most manufacturers had moved away from regular, solo FSI events — with the exception of Procter & Gamble and its long-running brandSaver insert — but Unilever's move indicates they may be coming back into favor at a time when the effects of the pandemic have brought about a decrease in promotional pricing.

Unilever is making a splash at retail as well. Path to Purchase Institute members can view the full article including more images and retailer overlays on