Unilever is swapping storyboards and long lead times for something a little more real-time. The CPG juggernaut just launched Sketch Pro, an in-house design hub built to crank out social-first creative at triple the current speed. Partnering with IPG Studios, Unilever is tapping into generative AI tools like Adobe Firefly and Google’s Veo 3 to transform initial ideas into tested content within hours—not weeks. While the unit focuses on home care staples like Domestos and Comfort, the bigger goal is to unhook from the TV-first production model and hook into whatever’s trending by lunchtime.
That shift isn’t just philosophical—it’s geographical and measurable. Sketch Pro has already gone live in cities like London, Mumbai, and Jakarta, with expansion to 21 markets planned by next year. In Indonesia, a Ramadan-themed push from the Jakarta team bumped brand visibility for Rinso and Sunlight on TikTok by 22.5%. Beyond the AI glitz, there’s a clear business case: faster production means faster reactions to cultural moments, something younger audiences expect and Unilever wants to capitalize on.
Worth noting, Sketch Pro isn’t tethered to a single tech vendor. That’s intentional—Unilever wants flexibility at a time when AI capabilities are evolving by the week. The strategy ladders up to a broader corporate move: shifting half of its media spend to social and doubling down on influencer collaborations. As digital twins and real-world gains start intersecting, Unilever’s bet is simple—move faster or risk being scrolled past.
More details at Marketing Dive.