Kapoor's 'Marsyas', the world's biggest sculpture, opens to the public today (Wednesday). Unilever's poster and print ad campaign attempts to draw creative parallels between cutting edge art and Unilever's new product development.
Executions include design work for Unilever's Flora Pro-activ spread and its Persil laundry tablets. They focus on how the company is "committed to enhancing the quality of life through creativity".
Unilever spends £250,000 each year on sponsoring The Unilever Series at Tate Modern and says it will spend at least the same again on communicating its involvement to opinion-formers, the City and employees. All marketing activities carry the theme: 'The Unilever Series at Tate Modern. The product of creativity'.