This pioneering digital initiative for Unilever’s Sure and Impulse brands demonstrates how strategic design can create authentic connections between FMCG products and emerging online youth cultures. The project developed branded microsites within one of the first online communities for teenage girls in the UK, establishing value-driven content experiences rather than conventional advertising. The work illustrates how consumer brands can meaningfully engage digital-native audiences through purpose-driven content, cultivating specialized expertise in youth-focused digital marketing that anticipated the social media approaches that would become standard practice years later.