24 May 2010 02:52 pm Views - 6956
The ‘Sunlight Arunelle Gelapilla’ promotion was launched this year, to coincide with Unilever’s iconic Sunlight brand celebrating 125 successful years of existence. It was Sunlight’s way of paying gratitude to all of its longstanding customers, which enabled it to be the brand it is today and resulted in an unprecedented response from users across the island.
According to Unilever, Sunlight has now emerged further than any other FMCG brand and has become a way of life and a trusted companion to the Sri Lankan housewife. The competition saw thousands of entries from across the island as loyal users of Sunlight matched the numbers 1, 2 and 5 and submitted them to the competition. According to brand managers of the product, the competition not only involved the entries of these numbers, but also several thousand beautiful creations by the customers which showed how close the brand was to their hearts.
The prize draw which started in February this year, lasted 11 weeks and keeping to the 125 theme of the entire competition, handed out Rs. 125 lakhs in prize money. The prizes included Rs. 100,000 each, handed over to 5 winners every week (55 winners of Rs. 100,000 each) and a grand prize of a house in Piliyandala worth Rs. 7 million. The prize winners selected by the draw gathered at the Water’s Edge, excited to be a part of the largest consumer promotion in FMCG history. The prizes were handed out by Unilever Sri Lanka, Marketing Director – Mr. Asanga Ranasinghe and Unilever Sri Lanka, Sunlight Brand Manager – Ms. Shalini Senevirathna.
According to Asanga Ranasinghe, “Unilever Sri Lanka appreciates the love and trust the Sri Lankan people, and most importantly the Sri Lankan housewives, have placed on our brand. And we would like to give back to those who have made Sunlight what it is today, the consumers who have remained loyal to the brand”. Ms. Shalini Senevirathna added, “Sunlight is now 125 years old. We have been serving the nation, and becoming closer to the masses of Sri Lanka better than ever before. Generations have grown up with Sunlight and it has become synonymous with quality and trust, which is what makes this competition so special.”
What began as a brainchild of William Hesketh Lever in the 1890s, Sunlight soap has become a phenomenon in Sri Lanka. Sunlight soap began its own momentous journey way back in Victorian England with the purpose of promoting cleanliness and hygiene. As the very first branded soap, Sunlight not only revolutionized the soap industry but was also a pioneer in brand marketing. In Sri Lanka as well, it has emerged as the most successful laundry soap with over 75% of the market share.
Sunlight is the flagship brand of Unilever Sri Lanka and has always derived its strength through a strong emotional equity with the consumer through trust and heritage. Sunlight soap stands for good quality and is the benchmark in the category. For the Sri Lankan consumer, Sunlight is much more than a laundry soap and is inextricably linked to their life in multiple ways. It is rare to find a Sri Lankan family which has not been touched by Sunlight.