Unilever rebranding presentation LONG VERSION

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?’

CHOOSING A BRAND

• Target audiences for the cookie core advert:
Demographic:
Primary target audience > young people (15-29yrs) and any gender. The ads are easy
to follow and appealing because of aesthetic. Ben and Jerry’s is polished and boujee.
Social class > C1 (lower middle) or C2 (skilled working class)
Secondary target audience > adults (35-40yrs). The advert is enjoyable for children
and appealing as it is a treat.
Psychographic:
Advert targets mainstreamers because it is unique but casual.

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

• Advertised around 4pm-6pm.
• Likely to get more attention from young people and parents.
• Shown when there are shows such as The Simpsons and The Great British Bake Off

would be on.
• Shown on Channel 4, Sky comedy, possibly ITV.

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 will
divert from previous Ben and Jerry’s adverts, as mine will include
real people, in real life situations.

REBRANDING

My new audience will be more inclusive:
Appeal to 45-70 year olds.
The demographic will be changed to older working class people.
People of those ages will be included in the advert.
The advert will also appeal to them more through music and visuals.
Cost:
Possibly shopping items
Ice cream

REBRANDING

Advertisement:
Advertised on television at around 6pm.
Adults are home from work, eating dinner.
The news is on at this time.
The news has around 5 million viewers according to BARB figures.
Adults all over the country will be watching.
Adults love the news.

REBRANDING

My advert idea (beginning, middle, end)
Beginning – The bad scenarios happen, each one happens and cuts to the next. Sad
music is in the background, the advert is sad but funny in terms of the scenario.
Middle – The people in the scenarios go home, reach into the freezer and grab the Ben
and Jerry’s, grab a spoon, and sit on the sofa.
End – They are all eating it with relieved faces. Everything is better.
There will be a voice over saying,
‘Have you ever had a bad day? Us too.’ The whole ad will have voice over to
accompany what is happening.

REFERENCES

https://www.unilever.co.uk/our-company/purpose-values-principles/
https://www.radiotimes.com/tv/tv-listings/?ts=1646841600000
https://www.barb.co.uk/viewing-data/most-viewed-programmes/