Unilever To Use Social Media To Aid Product Development

NEW MEDIA AGE — Unilever is planning to create bespoke social networks across its brands to involve consumers in its product development process. The FMCG giant, which spent £148m in 2009 on advertising for brands including Lynx, Magnum and Pot Noodle, is to integrate social media into product development and insight following a trial with men’s fragrance Lynx Twist in the UK and the US. Unilever’s move highlights a trend among advertisers to create invite-only online communities to gain greater understanding of consumer opinions...