Smart Fill

Packaging is the face of a brand. But in India, it’s also the face of plastic pollution, so Unilever sacrificed its most valuable branding asset: the packaging. The company introduced Smart Fill, an in-store experience that lets shoppers use other brands’ plastic waste as Unilever packaging. People switched to an innovative sustainable packaging alternative, even if they didn’t care about the environment. Shoppers can use any container to Smart Fill products like Vim, Surf Excel, and Comfort. This solution leverages the Indian cultural practice of repurposing, which ultimately helped customers to save money.