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Unilever unveils Web3 metaverse initiative

The CloseUp City Hall of Love

Unilever is embracing web3 and the metaverse, creating a cross-functional Web3 collective across marketing, finance, legal, media, procurement, and licensing.

A consumer goods company, Unilever owns a raft of household names, including Magnum, Ben & Jerry’s, Vaseline, Dove, Hellmann’s mayo, and 400 others.

While Unilever is keen to embrace these new virtual worlds, it wants to mitigate the risks and concerns around web3 and the metaverse.

Emily O’Brien, a Program Director of Unilever’s in-house Web3 Collective, said they know that their consumers are already immersing themselves in these spaces and spending more of their time with virtual experiences.

She added they would offer genuine utility to consumers and not just jump on the bandwagon.

In the Decentraland metaverse, at least three of Unilever's brands have established a foothold.

The Magnum Pleasure Museum, a gallery opened by Magnum Ice Cream, will display original works created through collaborations with diverse artists. Through its current partnership with Deliveroo, it also sought to demonstrate how one may order food in the metaverse, simulating the future vending machine.

Closeup offers NFT marriage certificates that can be printed at the CloseUp City Hall of Love in Decentraland.

To ensure that people with impairments are represented, deodorant company Rexona designed adaptable gear like wheelchairs and running blades for Decentraland avatars.

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