Unilever is refocusing the global marketing strategy for its Flora brand based on the goal of getting 100m people to take a ‘heart age’ test by 2020.
The initiative has been organised in conjunction with the World Heart Federation. It is intended to raise awareness of the heart age concept, which offers a simple way of calculating and expressing common cardiovascular risk factors.
The shift in emphasis comes as Flora concludes its long-standing multimillion-pound title sponsorship of the London Marathon, which it had used to promote the health benefits of its products. It is also believed that the title sponsorship deal of the Womens Marathon in Dublin is also under review.