Small Habits, Big Change

Inside Unilever’s 5-Minute Shower Project

Author

Javier García
November 19, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Unilever – “The 5-Minute Shower Project” (2025 Sustainability Campaign)

Unilever’s “The 5-Minute Shower Project” reframes sustainability through behaviour, not guilt. The ad follows different people across the world taking a five-minute shower: a student before an exam, a nurse after a night shift, a father calming his daughter by singing through the curtain, a runner cooling down after a long run. A subtle timer appears in the corner of each scene, gently counting down. At the end, the message fades in: “Small habits. Big change.”

Key marketing lessons
• Behaviour-led, not brand-led: The ad barely shows products. It sells the act of mindful use rather than pushing shampoo or soap.
• Guilt-free sustainability: Instead of blaming consumers, Unilever highlights achievable wins, making responsibility feel empowering and realistic.
• Universal truth, local context: Five minutes means something everywhere—hot countries, cold countries, cities, villages. The concept travels effortlessly.
• Time as a storytelling device: The subtle countdown guides the viewer without feeling preachy, turning a practical constraint into narrative tension.
• Show lifestyle, not sacrifice: The characters’ routines feel warm and human, positioning sustainability as something that fits into life, rather than disrupts it.

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Weekly Tip

Front-Load Your Strongest Visual

People notice visuals before they notice text. Opening with your best visual captures attention instantly.

• Choose images that reinforce your message, not just fill space
• Keep the main visual clean, bold, and easy to interpret
• Let the rest of the content support what the visual already communicates

A strong visual earns the pause—your words keep them there.

Weekly Challenge

Content Angle Flip

This week, take a familiar topic and present it from a completely different angle:

• Choose one subject you’ve already covered before
• Rewrite it with a new perspective: turn a tip into a mistake to avoid, a success story into a lesson learned, or a how-to into a what-not-to-do
• Keep the post short and focused on the shift in viewpoint
• Track whether the fresh angle drives more comments or saves than your usual approach

A simple perspective change can make old ideas feel new again.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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