‘People buy brands first, companies second’, says Britvic

Some of the world’s biggest global companies including P&G and Unilever have in the last couple of years moved towards communications that promote the corporate brand.
In 2014, Unilever launched its first TV ad promoting its corporate brand as part of its ‘Project Sunlight’ campaign, which aims to raise awareness of its sustainability work. Meanwhile, P&G has started including its corporate logo in all ad campaigns that enforce it