Unilever and Decentraland Join the Metaverse Movement (MANA)

Virender Rakwal
Virender Rakwal
6 Min Read

Unilever, a global leader in consumer goods, has officially dipped its toes into the metaverse after announcing a number of projects that represent the company’s initial efforts to interact with its customer base through this emerging ecosystem.

According to sources on August 4, 2022, the main brands of Unilever, such as CloseUp, Magnum ice cream, and Rexona, have a presence in the metaverse thanks to Decentraland (MANA). Unilever has aggressively investigated the potential of cryptocurrencies and blockchain technology.

Unilever Enters into Metaverse

Unilever stated in a blog post that, while web3 and the metaverse are still in their “early days,” they are already taking “strategic actions” to be a part of this fledgling business.

Among those steps, the company announced the formation of a team that will work to ensure that the corporation’s diverse portfolio of brands is represented in the virtual realm. Emily O’Brien is one of Unilever’s Programme Directors for the Web3 initiative.

Emily O’Brien commented on the firm’s efforts to create a presence in this new ecosystem:

We know our consumers are already immersing themselves in these spaces and spending more of their time with virtual experiences that enable them to explore their passions, participate in cultural events and engage with like-minded communities.

Emily O’Brien, Programme Director, Unilever Web3 Collective

O’Brien added that the metaverse is a “great opportunity” for brands but that they must be careful to be authentic so that people can feel both safe and valued in these virtual spaces. O’Brien is also the head of the Beauty and Personal Care unit of the company’s in-house digital marketing agency.

Unilever’s Initiatives in the Metaverse.

1. Rexona hosts the world’s first metaverse marathon

Rexona hosts the world’s first metaverse marathon
Source Unilever

Unilever’s Rexona deodorant brand, also known as Degree and Sure, is on a quest to inspire people to move more. In 2021, the company will debut the world’s first adapted deodorant for individuals with disabilities and programs to provide young people the confidence and opportunity to move whatever they desire. It expanded its operations into the virtual world in April 2022.

The Degree Metathon was organized by Rexona in collaboration with the well-known metaverse website Decentraland. The 26.2-mile route passed through some of the most beautiful landscapes on the platform, complete with accessible construction to depict a more inclusive landscape.

In order to provide more representation for persons with disabilities and allow participants to design avatars that reflect their individual personalities, the first adaptive wearables, such as running blades and wheelchairs, were introduced.

2. Getting Closeup and personal in Decentraland

Source Unilever

Still today, many couples cannot wed the person they love. However, everything is possible in the metaverse, and Closeup is utilizing the power of Web 3.0 to assist couples in expressing and realizing their love.

The oral care brand has always advocated for various forms of love, and in March 2022, it opened the Closeup City Hall of Love in Decentraland.

It’s a welcoming environment where users may create an NFT marriage certificate, immortalize their love on the blockchain, and rejoice with their friends and family.

3. Magnum’s museum in the metaverse

Source Unilever

Magnum invited attendees to a virtual exhibition at the MET AMS metaverse festival in Amsterdam in June 2022. The Magnum Pleasure Museum, hosted in Decentraland, featured original artwork from Magnum’s collaborations with painters, designers, and sculptors.

Guests loved the gallery and had the opportunity to order a Magnum from a vending machine in the metaverse, giving them a taste of how ice cream might be ordered in the future. The ice cream was then delivered to them at the end of their experience, simulating the development of an existing relationship between Unilever and Deliveroo – bringing the virtual world into reality – and offering users a taste of ultra-futuristic food purchasing.

You can do a lot in the metaverse, but our purpose is about bringing people pleasure and you can’t taste an ice cream via virtual reality – at least not yet!

 Marketing Manager Matteo Trichilo.

4. Sunsilk’s safe space for girl gamers on Roblox

Source Unilever

Sunsilk’s mission is to expand opportunities for girls everywhere, and with gaming being a clear passion point for young women in Generation Z, entering the metaverse provides the brand with the ideal opportunity to connect with key audiences where they play.

Sunsilk City, Unilever’s first foray into the Roblox virtual world, is a space where girls can feel included, interact with a real-life role model, and learn about Sunsilk’s range of training programmes for real-world skills. There are also small games where players may make innovative hairstyles for their avatars and even blast negativity away with a magic hairdryer.

At the time of writing MANA, the native cryptocurrency of Decentraland is currently the 36th-largest cryptocurrency in the world. Currently trading at $1.03, MANA has a $1,902,510,282 market cap.

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Posted by Virender Rakwal
Ceo/ Founder at XryptoNation. Senior Web Developer, Blockchain Expert.
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