As consumers seek more joyful and indulgent experiences in laundry and cleaning, Sketch Pro will support Unilever's global Home Care brands including Persil / Omo, Comfort, Cif and Domestos by integrating brand strategy, social insights, creative expertise and advanced AI, enabling Unilever Home Care to build desire at scale, says Unilever.

From visualising product concepts to responding in real-time to micro-trends and cultural moments, the team will provide end-to-end creative support across a wide range of design needs. Leveraging the latest AI technology, Sketch Pro can turnaround a concept to test with consumers in just two hours, enabling rapid, insight-driven responses to evolving consumer trends. Sketch Pro marks a shift for Home Care from traditional, linear TV-first production to a social-first storytelling model where content is shaped by culture, rather than dictated by the brand, adds Unilever.

The studios use a flexible, diverse toolkit of Large Language Models (LLMs) and AI products, including Adobe Firefly and Google Veo3 rather than relying on a single platform. This AI-native approach allows the team to stay ahead of emerging tools and trends, continuously pushing creative boundaries, says the brand.

Sketch Pro is already live in London, São Paulo, Mumbai and Jakarta, with impressive early results:

  • Sketch Pro reflects the latest Ramadan trends on social media, in Jakarta Sketch Pro content generated over 6-million organic views boosting TikTok visibility for brands like Rinso and Sunlight by 22.5%.
  • Coinciding with the Oscar nomination of Brazilian actor Fernanda Torres, in São Paulo, Sketch Pro assets delivered superior media performance on Meta with an average 4% reduction in costs.
  • In Mumbai, design tasks are now completed 2.5 times faster than with previous solutions.
  • For Comfort, the team in London delivered more than 30 design concepts at a rate of seven times faster than before.

Unilever plans to expand Sketch Pro to 21 markets by 2026, with Istanbul, Durban, and Shanghai next in line.

Mario Dughi, Global Marketing Director at Unilever, says, "The magic of Sketch Pro lies in how it fuses top-tier human creativity with best-in-class technology. Our partnership with IPG supercharges our ability to ideate, iterate and deliver high-quality design assets with speed and cultural relevance, reflecting how consumers now engage with the home care category."

Sebastiano Mura, Head of Business Leadership at IPG Studios EMEA, concludes, "This integration allows us to create compelling, culturally relevant content at speed. Our flexible tech stack is tailored to Unilever's needs and adaptable to each Home Care brand’s unique identity."

For more information, visit www.unilever.co.za. You can also follow Unilever Home Care on Facebook, LinkedIn, or on X.

*Image courtesy of contributor