UNILEVER PRESENTATION (FINAL)

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.

Unilever, 2022. Purpose,Values, and Principles. [online] Available at: https://www.unilever.co.uk/our-
company/purpose-values-principles/ [accessed 05 July 2022]

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:

• Demographically, the primary target audience would be young people, 15-19. This is because the adverts
are very easy to follow, and appealing to teenagers because of the aesthetic of the adverts, and how Ben
and Jerry’s use food products such as cookies. This can appeal to people of any gender because of how
general the advertisement is, it doesn’t aim towards gender, it sees people as a whole. Ben and Jerry’s
advertisements are quite polished, and a lot of work goes into them. Although they don’t look luxurious,
they do look more boujee. This would lead us to believe the social class is most likely C1 (lower middle), or
C2 (skilled working class).

• Demographically, the secondary target audience would be would be adults (specifically parents) 35-40.
This is because parents are more likely to view this advert as appealing because they are most likely
thinking of their child, and how enjoyable the advert is for their child. They also may view the advert as
appealing as an age group because it is a treat. Many adults come home from work craving a treat after a
long day. I believe that the social class would not change for this age group.

• Psychographically, the advert targets mainstreamers. This is because the advert is unique, and quite casual
compared to the luxurious adverts that Magnum produces. Mainstreamers are more likely to pay attention
to this kind of brand because of how casually it is presented and how fun the adverts are. They appeal to
people who like things simple, nothing too fancy.

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.

Radio Times, 2022. TV guide and Listings. [Online] Available at:
https://www.radiotimes.com/tv/tv-listings/?ts=1646841600000 [accessed 05 July 2022]

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 to adults and older people 50-70yrs, instead of
the original audience which is predominantly young people. I will be changing the
demographic to older people, who are working class. I will do this by including people
of these ages in the advert, and make the advert more appealing to this audience
through music and visuals.

The cost for this advert will not be overly expensive as a lot of things will be acted out
and I will be using things that are easily obtainable. For example, when the shopping
bags split, I will use bags that I already own instead of buying more. The items inside
the bags could also be household items that aren’t overly expensive. Something that I
would definitely need money for would be the ice cream, I would probably need about
2 tubs of ice cream as they can be reused in shots.

REBRANDING

• The cost for this advert will not be overly
expensive as a lot of things will be acted out and I
will be using things that are easily obtainable. For
example, when the shopping bags split, I will use
bags that I already own instead of buying more.
The items inside the bags could also be household
items that aren’t overly expensive. Something that
I would definitely need money for would be the
ice cream, I would probably need about 2 tubs of
ice cream as they can be reused in shots.

REBRANDING

• I would advertise this product on television, around 6pm. This is
because many adults will be back from work at this time, and
most likely eating their dinner whilst watching television. The
news is also on at this time, meaning that adults all over the
country will be watching. Using BARB figures, I know that one of
the most watched programmes is the news. They have around 5
million viewers. Adults love to know what’s going on in the world,
and advertising within these times will hold their attention.

• BARB, 2022. Most viewed programmes. [Online] available at:
https://www.barb.co.uk/viewing-data/most-viewed-
programmes/ [accessed 05 July 2022]

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.

THE ASA

The ASA is the ‘Advertising Standards Authority’. They regulate advertising. The ASA ensures
that complaints are taken seriously, and they have an overview of ads to make sure that the
guidelines and codes are stuck to. They review all ads and they review complaints if people
believe that the ad they have seen has been offensive, harmful, or misleading.

ASA, 2022. About the ASA and CAP. [online] Available at: https://www.asa.org.uk/about-asa-and-
cap/about-regulation/about-the-asa-and-cap.html [accessed 05 July 2022.]

BCAP CODE

The BCAP code is the UK code of Broadcast Advertising. BCAP is covered on TV and
radio. A few of the rules from different categories apply to my advert. For example: the
‘Food, food supplements and associated health or nutrition claims’

My advert should not encourage excessive eating, or unhealthy eating habits, as this
goes against the BCAP code.

ASA, 2022. 13 Food, food supplements and associated health or nutrition claims. [online]
available at: https://www.asa.org.uk/type/broadcast/code_section/13.html [accessed
05 July 2022]

BCAP CODE

We took into account the nutritional aspect of the product, this is because we did not
want to advertise anything about the nutritional value as we did not want to mislead the
audience about any nutrition or health claims.

ASA, 2022. 13 Food, food supplements and associated health or nutrition claims. [online]
available at: https://www.asa.org.uk/type/broadcast/code_section/13.html [accessed
05 July 2022]