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How Surf powder helped Unilever boss embrace change

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Cathy Yang, ABS-CBN News

<div class="embed-wrap"><figure data-feedback="fb:likes,fb:comments"><img src="http://sa.kapamilya.com/absnews/abscbnnews/media/2017/trending/05/23/052317-surf-powder.jpg"/></figure></div><p>MANILA - Unilever Philippines chairman and CEO Benjie Yap knew nearly two decades ago that the company was on the cusp of a consumer shift and he needed to capitalize on it.</p><p>Yap, who was with the company&#x27;s marketing division at that time, helped refocus efforts to manufacturing Surf in powder form instead of bars as more working women sought faster and easier ways to do their laundry.</p><p>&quot;It was a defining moment for us,&quot; Unilever&#x27;s first Filipino CEO in three decades told ANC&#x27;s The Boss.</p><p>Moving away from decades of running &quot;bareta&quot; or bar factories was &quot;not easy,&quot; Yap said in his first interview since assuming his new post.</p><p>&quot;We had to shift our mindset from what was important now to what will be important in the future,&quot; he said.</p><p>The father of two said riding the jeepney to work in Divisoria helped him relate more to Unilever consumers. &quot;I can connect very well with people with simple lifestyles which is the majority of Filipinos,&quot; he said.</p><div class="embed-wrap"><figure data-feedback="fb:likes,fb:comments"><img src="http://sa.kapamilya.com/absnews/abscbnnews/media/2017/trending/05/23/unilever.jpg"/><figcaption><div class="embed-desc">Unilever Philippines chairman and CEO Benjie Yap speaks to Cathy Yang for ANC&#x27;s The Boss. <cite>ABS-CBN News</cite></div></figcaption></figure></div><p>He takes over at time when spending habits change with a large young population and a booming economy.</p><p>Consumers, especially the millennials, are spending more on experiences, driving demand for travel, gadgets and mobile data, he said.</p><p>&quot;These trends that are happening in the market, we are very watchful of to make sure we can ride the wave and take opportunities as they come,&quot; he said.</p><p>Yap said he made sure Selecta ice cream is available in tourist spots while its shampoo brands are updated with summer campaigns.</p>

<p>Unilever Philippines chairman and CEO Benjie Yap knew nearly two decades ago that the company was on the cusp of a consumer shift and he needed to capitalize on it.</p>

Unilever Philippines chairman and CEO Benjie Yap knew nearly two decades ago that the company was on the cusp of a consumer shift and he needed to capitalize on it.

How Surf powder helped Unilever boss embrace change

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How Surf powder helped Unilever boss embrace change

Cathy Yang,

ABS-CBN News

Published May 23, 2017 01:24 PM PHT

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