By Moses Nosike
Unilever, makers of sunlight and a leading name in the home and personal care market segment, is breaking the norm in brand communications as it partners Award winning Nollywood Producer, Muyiwa Ademola to convey the brand essence and attributes of Sunlight 2-in-1 detergent through a new movie called Iyo Aiye (Spice of Life).

According to the Brand Manager, Sunlight, Mrs Nike George-Aiyudu, “our involvement in Iyo Aiye can be discribed as in-movie brand activation because it goes beyond product placement which has become the norm in the movie industry.

In Iyo Aiye, Sunlight goes further to entrench its brand benefits in the minds of consumers by weaving the brand essence creatively into the storyline of the movie,” she said.

Aiyudu further explained that home movies account for over 45% of the entertainment programmes in Nigeria and as such they are a veritable platform for Sunlight to showcase its brand attributes.

Sunlight 2-in-1 detergent is specially designed to fill the vacuum created by the need to provide consumers with a good fabric cleaning agent at an affordable price.

The excellent lathering and sweet smelling detergent has two major attributes – cleaning and freshening which according to the producers, make cleaning a less tasking activity for consumers.