Rebranding a Unilever Product
Unilever • Unilever was founded on 2nd September 1929 in the UK by the merger of British soap maker Lever Brothers and the Dutch margarine producer Margarine Unie • Unilever owns many product for example Marmite, Dove and Walls • Every day 3.4 billion people use their products • In 2021 Unilever had a €52 million turnover • Unilever are trying to become more sustainable as 53% of their plastic packaging is reusable, recyclable or compostable
Cornetto • Original target audience is young people aged 15- 25 • This is shown by the use of bright colours such as blue on the packaging and in the advert • The psychographics of the product are mainstreamers as it is targeted at average people, but it could also be targeted at individuals as their main target audience is young people • The secondary target audience is older people 35- 50 as they may remember it from when they were younger
Brand Identity • The brand identity of the current product is to be perceived as fun and uplifting this is shown by the use of colour • the font used in the logo is quite fun and playful looking • The USP of the product is the chocolate in the bottom of the cone this is shown in the adverts and on the box where they break of the bottom of the cone.
Print Advert • Bright blue colour reinforces brand identity • Images in the background target young people as it looks fun • Shows the whole product such as the toppings and the chocolate cone
A Television Advert https://youtu.be/nTmBqEgz9qQ • The primary target audience of this product is teenagers to young adults (15-25) as the advert does not seem like it would intrigue young children straight way as it is not animated as well as in the advert the ice cream, they advertise has nuts on it which isn’t a stereotypical flavour children like as well as can be a choking hazard • Primary psychographics are individuals as it is originally targeted at young people • The secondary psychographics are mainstreamers as it it targets average people • The secondary target audience is older people as they may recognise the opera song in the background as well as from the old adverts in the 80s.
Original Air Date The advert was aired in the summer in July meaning more people would purchase the product due to the warmer weather.
Critical Reception The ad, sung to the tune of Italian love song 'O Sole Mio', came top of a survey that featured other well-known ads such as Shake'n'Vac ". It also received positive feedback on YouTube however also negative.
Rebranding Cornetto How I am going to rebrand the product: • Change the demographic to older middle class individuals • In order to do this I am going to change the colours associated with the brand from bright colours to gold, dark brown, navy blue and white. • I am going to change the flavours of the product for example changing using milk chocolate to dark chocolate • The psychographics of the rebranded product will be aspirers and succeeder's as it is going to be a more luxurious product
Advert Idea • Show a cornetto in a clear display box like how something would be presented in a museum • Show someone's hands lifting the lid of the box and the cornetto be inside it makes it look interesting and important to have • Closeup of the product after this • Use rebrand colours in the background • Can show packaging next to it
Costs • Ingredients to change the flavours of the product • What channel to put the new advert on • Changing the colours of the brand • Making the advert and if any special effects would be needed or actors • Purchasing the original product • Equipment for filming
Distribution Plan • The ad would most likely be advertised during summer so between May-August as the product has a higher demand than in Winter. • The ad would most likely be shown on ITV as it has a large amount of people who watch the show and also people who the product is targeting will watch the channel • In the summer there maybe less engagement as people tend to spend more time outside however people will still want to stay inside in the shade if they are too hot • As well as the advert will most likely be televised in July, in the evening around 5-6pm.
The BCAP Code As my product is food it is not healthy it is important to not encourage poor health by accident when promoting it. At the bottom of my advert I will put a disclaimer to say to stick to the recommended serving suggestion. As I am changing the packaging of my product I am going to inform the audience at the bottom of the advert that it is recyclable.
References • https://www.unilever.co.uk/our-company/ (2) • https://en.wikipedia.org/wiki/Unilever (2) • https://www.barb.co.uk/viewing-data/weekly-top-10/ (11) • https://www.asa.org.uk/codes-and-rulings/advertising-codes/broadcast-code.html (12) • https://youtu.be/nTmBqEgz9qQ (8) • https://www.campaignlive.co.uk/article/just-one-cornetto-uks-memorable-ad-jingle/558777 (8)