How to seize the 3 seconds in which retail customers decide which brand to buy?

For Unilever, with 400+ brands competing with giants like Nestlé and Procter & Gamble, every square centimetre in the shop is sacred ground. Every missed recognition is a lost customer. Every confusing promotion is turnover to the competitor. An unclear promotion, a deviating colour, an incorrect price—and the customer picks the competitor. 

What can go wrong: 

• Brand confusion: "Is this Dove or something else?" 

• Unclear promotions: "2+1 free or 30% discount?" 

• Visual chaos: "Where should I look?" 

• Inconsistency: "This looks different from the advert..." 

Picture this: an average chemist with thousands of products all fighting for attention. 3 seconds—that's all the time a consumer has to decide. In those crucial moments, everything must be perfect: in FMCG, seconds determine market share. 

• Instant recognition: Brand guidelines applied so effectively that you recognise Dove immediately amongst 50 other products 

• Crystal-clear promotions: No confusion possible - price, discount and benefit clear at a glance 

• Visual hierarchy: Your eye is guided to what matters most: brand, product, benefit 

• Consistency across all touchpoints: From online advertising to shop shelf - the same promise, the same feeling 

Our approach begins with a fundamental insight: retail is the final exam of all marketing. All digital investments, all brand campaigns—it all comes down to that one moment when a consumer stands before the shelf. 

• The fourth eye: flawless execution guaranteed

  With complex clients like Unilever, accuracy is crucial. The complexity lies in the scale: multiple business units, hundreds of brands, constant promotional changes. That's why we work according to the principle of the 'fourth eye': nothing goes to retail before at least two pairs of eyes have critically reviewed it.

  This gives Unilever customers exactly what they need: clear, unambiguous and flawless information so they can immediately find their favourite brand.

• Dedicated brand knowledge: half a word is enough

  Our team of two full-time designers knows every Unilever brand so well that they make the right choices without a brand guide. They know which colour tone belongs to Rexona, how large the Axe logo should be, which fonts Signal uses. Consistency is everything—especially at the decision moment of barely 3 seconds.

Our strength lies not only in perfect POS materials, but in seamlessly connecting all touchpoints in the customer journey. 

Kruidvat & Trekpleister: instant brand recognition 

For personal care & wellbeing brands like Dove, Rexona and Signal, we create POS materials that stand out without being garish. The challenge: distinguishing between similar products whilst maintaining brand trust. 

The recent confidence to also handle all POS materials for Kruidvat Netherlands and Trekpleister confirms the value of our collaboration. It demonstrates that iO is the ideal partner for multinationals who need reliable, flexible expertise. 

As a permanent partner of a multi-brand giant, shared, tight planning with fixed lead times is a must. Yet, we like to keep room for 'extras' and last-minute adjustments—especially for Unilever. Flexibility without quality loss is our motto. 

Only this way can Unilever's brands maintain and expand their position. Customers find their trusted products, understand the promotions immediately, and feel the brand promise in every retail moment. 

The evolution of our collaboration—from project-based assignments to a fixed fee structure with allocated budgets per business unit—proves a partnership that continues to demonstrate its value. 

For Unilever this means: 

In a sector where brand recognition and loyalty make the difference between success and failure, Unilever presents its brands flawlessly and recognisably on the shelves. Consumers find their favourite products at a glance and can easily enjoy the promotions. 

For iO this confirms: 

Our capacity as a leading digital agency to grow with client needs, anticipating challenges and always ready to go the extra mile. 

Our approach of 'half a word is enough' combined with the 'fourth eye' principle ensures perfect balance between efficiency and quality—exactly what an FMCG giant needs in an increasingly complex market. 

Impact with lasting value: Thanks to the continuity and flexibility of our partnership, Unilever's brand experience has significant impact on consumer perception and choice. We contribute to a reliable and visually strong brand presentation that appeals to both consumers and decision-makers.