Unilever Extends Online Marketing Reach With NetGrocer Pact

Looking to expand its newly created advertising presence on the Web, consumer product firm Unilever announced today a partnership with online supermarket NetGrocer aimed at targeting its services to home shopping users.

Under terms of the agreement, Unilever will have exclusive category
sponsorship with sole rights to advertising, marketing, research and testing in a selection of NetGrocer’s product categories, and NetGrocer will tap into Unilever’s marketing, category management, and supply chain expertise. Financial terms were not disclosed.

NetGrocer lets shoppers across the United States purchase non-perishable supermarket items online at competitive prices.

Unilever is an international company that counts Lipton, Ragu, Lever 2000, Dove, Mentadent, Close-Up, and Finesse among its many popular brand-name products.

Recently Unilever made the move into the Internet advertising space by announcing it formed partnerships with America Online Inc. (AOL) and Microsoft Corp. to develop interactive marketing and new media programs.

The move marked a significant step forward for Internet advertising in that it saw a traditional consumer goods leader including the medium in its advertising and marketing strategy.

“This agreement with NetGrocer is highly complementary to our AOL and
Microsoft alliances,” said Robert M. Phillips, president, Unilever Home and
Personal Care–North America. “Now visitors to Unilever and NetGrocer Web sites will be able to take advantage of “Click-to-Buy” and their purchases will be delivered directly to their homes.”

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