Unilever has launched a its corporate-branded Facebook page to communicate directly with the UK consumers on its key brands and get feedback on initiatives.

The Unilever VIP program, set up for 11 Unilever brands including Walls, PG Tips, Persil, Carte D’Or, Cif, Comfort, Domestos, Dove Hair Care, Flora, Magnum and Surf, invites consumers to offer personal opinions on new brand initiatives, to participate in surveys and win prizes,  money-off vouchers and invitations to Unilever VIP events. Consumers will receive previews of advertising, branding, packaging and promotions as well.

Unilever is interested to receive a constant feedback on its new products and initiatives such as its new Surf TV ad, says Marketing Magazine. Unilever has revealed that the first initiatives consumers will be involved in include seeing a ‘sneak preview’ of Carte D’Or’s new packaging, writing reviews for the Domestos new Toilet System range. To become VIP members consumers have to sign up to the Facebook page.

Rachel Bristow, media director at Unilever UK, told Marketing: «We have been working on this initiative for several months. The UK is a pilot country and we wanted to build something scalable, interesting and rewarding for consumers.»

On Facebook, Unilever suggests customers to inspire it  with their most innovative ideas and promises to reward it.  Bristow said that Unilever is about to go into a phase of driving awareness around the initiative, through emails to its consumer database and adverts on Facebook. She said: «Already 6,000 people have liked the page and just under 90% of those consumers have gone on to be members.»

Unilever’s CEO Paul Polman has recently explained in a statement that the company is going to have 75 percent of its turnover in emerging markets soon.