UNILEVER REBRANDING PRESENTATION
THE COMPANY • Unilever is a company that owns several companies. • It is a British multinational consumer goods company. • Their products are available in around 190 countries. • Unilever owns companies that contain food, condiment, drink, beauty products, vitamins, and more. • Unilever owns brands such as: Ben and Jerry’s, Hellman's, Magnum, and Marmite.
CHOOSING A BRAND • Ben and Jerry’s! • Ben and Jerry’s brand identity is fun, they often use colour, animation, and promote their weird and wonderful flavours. • Jerry Greenfield once said, ‘if it’s not fun, why do it?’ • Target audiences for the cookie core advert: • Demographically, the target audience would be adults (specifically parents), as well as young people. This is because the adverts are very easy to follow, and child like. • Psychographically, the advert targets mainstreamers, and lower middle to middle class people. This is because the advert is unique, and quite casual compared to the luxurious adverts that Magnum produces.
EXISTING CAMPAIGNS • A Ben and Jerry’s print advert: • This appeals to a younger audience because it is animated and is quite colourful inside the tub of ice cream. This would also appeal to parents, this is because older people and parents usually look for things like ‘cage free’ eggs and ‘Fairtrade’ products. So, when they advertise this it is more likely to reach more people, and they are more likely to buy it. There is small print also, which parents are more likely to read to see if the product is cruelty-free and appealing to them. • The original release date of this was 2010.
EXISTING CAMPAIGNS • A Ben and Jerry’s television advert: • This appeals to the target audience because it is playful, colourful, and animated. This is more likely to reach younger people. They are more likely to enjoy it because of how easy to follow it is, and how appealing the product is. This will also reach adults because of the advertisement of Fairtrade use, and how they use family farms. This will appeal to adults because they will see the product as cruelty-free and better for their child (of course in moderation) • The original air date of this advert is January 2015.
EXISTING CAMPAIGNS A Ben and Jerry’s promotion: This appeals to the target audience because young people and children often don’t have much money. This promotion is also linked with Netflix, which a lot of young people watch, and are interested in. A competition itself is exciting to young people anyway, because everybody likes winning something. Parents may also find this appealing because they may also not have much money, especially if their child is particularly interested in treats such as ice cream. They cannot always afford treats. So, a competition would be useful to parents who want Ben and Jerry’s for themselves, or children, but simply cannot afford it.
PLACEMENT • I think that this brand would be advertised at around 4pm-6pm. This is because it is likely to get more attention in these hours, from young people and parents, which is most likely the target audience. I think that these adverts would be shown on channels such as Sky comedy, Channel 4, and possibly ITV. This is because these channels are usually watched by parents and their children. I think these adverts would be shown when shows such as The Simpsons, and The Great British Bake Off, would be on. This is because they are quite casual shows that both a child and a parent would be interested in watching.
REBRANDING My idea for rebranding is to have Ben and Jerry’s advertised as ‘The ice cream for a bad day’. The advert will feature a bunch of scenarios that show somebody having a bad day. But, everything becomes okay when the resort to a nice scoop of Ben and Jerry’s. This advert promotes having Ben and Jerry’s occasionally, not every single day. This rebranding will promote Ben and Jerry’s in moderation, and how even just a small amount can make a bad day, a good one. This will divert from previous Ben and Jerry’s adverts, as mine will include real people, in real life situations.
REBRANDING Possible scenarios to use: A break up Somebody bringing the shopping in and the bag’s split Tripping over a curb and falling Having a bad day at work Your child won’t be quiet The wifi isn’t working You can’t sleep