362. Edu Campanella, Business Group President, Home Care at Unilever: Growth in Europe, Billion Dollar Insights, the Balance Between Magic and Discipline

Edu Campanella is Business Group President of Home Care at Unilever, leading an €11 billion business across more than 60 markets. His teams are behind Wonder Wash, the short-cycle laundry innovation that reached more than 35 markets in less than 18 months.

In this episode, Edu joins us to discuss how a mature category like home care can find new growth, what makes an innovation "market making" rather than incremental, and why consumers now see cleaning as a source of joy rather than a chore.

Tune in to hear about:

Why consumers see home care as joyful, and how spending more time at home changed the category What makes an innovation "market making", and how Wonder Wash grew from a shift to short cycles Why a brilliant prototype was sent back to R&D: great performance isn't enough if consumers must change their habits How Unilever turned Europe around by setting bigger ambitions, and why consumers will pay when they see the value Why consumers are partly brand owners, and why the first 100 days of a launch are critical Why he looks at input metrics, not just output metrics, and the balance between magic and discipline How AI is changing formulation and factories, and why early-career talent still needs to do the hard work to learn the business Follow us on Instagram: https://www.instagram.com/fmcgguys/

Audio Mixing by Modest Ferrer

Voice Acting by Jason Martorell Parsekian

Disclaimer

The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.