unilever presentation pdf

Rebranding a
Unilever Product

About Unilever

Unilever is a British multinational consumers
good company, and their products include food,
condiments, vitamins and supplements, tea,
coffee, cereal, cleaning agents, water and air
purifiers, pet food, beauty products,
and personal care products.
The company was formed in late 1929 by a
merge of Margarine Unie (Dutch margarine
company) and Lever Brothers (British
soapmaking company).
Some of their brands are: Ben & Jerry’s,
Marmite, Surf, PG Tips, Lynx, Domestos etc.,
and they are available in around 190 countries.







REBRANDING

 New audience: I will try to advertise Ben &
Jerry’s Topped Tiramisu for middle aged
people in the upper class (A).

 Costs: the ice cream

REBRANDING

SYNOPSIS

For rebranding Ben & Jerry’s Topped Tiramisu ice cream to the
upper class, I wouldn’t use animation. I would have a person
wearing formal clothes, coming home from work to a big house
with expensive furniture and electronics and warm lighting, taking
their shoes off, and walking towards the fridge. They take out a box
of Ben & Jerry’s Topped Tiramisu ice cream from between some
bottles of champagne and fresh fruits, and go sit on the sofa,
turning the TV on. For the V.O., I would have a soft-spoken, quiet
and slow narration. I would end the advert with a shot of the ice
cream box on a table, surrounded by some fancy plates and
candles.

 Distribution Plan: Sky News, Sky Atlantic, Sky Witness, Sky Comedy, between
drama, comedy and news programmes and from 6PM until 11PM.

BCAP Code

Since the voiceover in my advert will be
meant to encourage upper class people
to consume Ben & Jerry's Topped
Tiramisu Ice Cream by using
phrases similar to "...for a better lifestyle",
the BCAP code wouldn't allow me to use
phrases like "the more, the better", "for
every breakfast, lunch, and dinner" or
anything about how the product would
physically 'change' or 'improve' the
consumers.

Any questions?

References

Slide 1:
• Unilever logo. [online] Available at https://www.rdsiresearch.com/home/unilever-logo/ - [Accessed 8 March 2022] –

repeated on all slides
Slide 2:
• paraphrased from Wikipedia, 2021, About Unilever. [online] Available at https://www.unilever.com/about/who-we-

are/about-Unilever/ - [Retrieved 9 November 2016]
• paraphrased from Bloomberg News, 2014. Unilever Spreads Split Boosts Chance of Exit as Shares Gain. [online]

Available at https://www.bloomberg.com/news/2014-12-04/unilever-plans-to-split-spreads-business-into-standalone-
unit.html - [Accessed 8 March 2022]
• Photo from Ben & Jerry's Half Baked Ice Cream. [online] Available at https://www.ocado.com/products/ben-jerry-s-
half-baked-ice-cream-16080011 - [Accessed 8 March 2022]
• Photo from PG Tips 40 Teabag. [online] Available at https://britishfoods.es/en/tea-coffee-hot-beverages/210-pg-tips-
40-teabags-116g-8712100739231.html - [Accessed 8 March 2022]
• Photo from MARMITE SPREAD - 250G. [online] Available at https://www.greendale.com/product/marmite-spread-
250g - [Accessed 8 March 2022]
• Photo from Deodorant & Antiperspirant | Lynx. [online] Available at
https://www.lynxformen.com/uk/products/deodorant-antiperspirant.html - [Accessed 8 March 2022]
• Photo from Surf Liquid Detergent Tropical Lily & Ylang Ylang 47 Washes. [online] Available at
https://groceries.morrisons.com/products/surf-liquid-detergent-tropical-lily-ylang-ylang-47-washes-455761011 -
[Accessed 8 March 2022]

Slide 3:
• Background photo from Brand Insight: Ben & Jerry’s. [online] Available at https://www.lbbonline.com/news/brand-

insight-ben-jerrys - [Accessed 8 March 2022] - repeated on slides 4 and 5
• Logo from Unilever, SVG version of Ben and Jerry's logo. Made in Adobe Illustrator and Inkscape using original

JPG logo, 2008. [online] Available at https://commons.wikimedia.org/wiki/File:Ben_and_jerry_logo.svg – [Accessed
8 March 2022] – repeated on slides 4, 5, 6, and 7
• Old Ben & Jerry’s logos from Harvey|Severance, Ben & Jerry’s. [online] Available at
http://www.harveyseverance.com/ben-and-jerrys.html - [Accessed 8 March 2022]
• Paraphrased from Unilever, Ben & Jerry’s. [online] Available at https://www.unilever.co.uk/brands/foods-
refreshment/ben-jerrys/ - [Accessed 8 March 2022]
Slide 4:
• Photo from Ben & Jerry’s Topped Tiramisu Ice Cream. [online] Available at
https://www.martinsgroceriestogo.com/shop/ben_and_jerry_s_topped_tiramisu_ice_cream_15_2_fl_oz_tub/p/1564
405684710431056 - [Retrieved on N/A but accessed from Google Images on 8 March 2022] – repeated on slides
5, 6, and 7
Slide 5:
• Photo from Ben & Jerry's Ice Cream, Ben & Jerry's | Tiramisu Topped. [online] Available
at https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.benjerry.com%2Fflavors%2Ftiramisu-
topped&psig=AOvVaw3N4GnhNymgtKbdkxR85MUU&ust=1647265540706000&source=images&cd=vfe&ved=0CA
sQjRxqFwoTCJi9vb6cw_YCFQAAAAAdAAAAABAD - [Accessed 8 March 2022]

Slide 5 (cont.):
• Video from Ben & Jerry's (YouTube), NEW Ben & Jerry's Topped Pints | Ben & Jerry's. [online] Available at

https://www.youtube.com/watch?v=WlvUZWt6bCc - [Accessed 8 March 2022]
Slide 8:
• Print screen from RadioTimes.com, TV Guide. [online] Available at https://www.radiotimes.com/tv/tv-

listings/?ts=1646762400000 - [Accessed 8 March 2022]
Slide 9:
• Print screens from Advertising Standards Authority (ASA), 13 Food, food supplements and associated health

or nutrition claims - BCAP Code. [online] Available

at https://www.asa.org.uk/type/broadcast/code_section/13.html - [Accessed 8 March 2022]