Re-Branding a Unilever product.

A brief history of Unilever In the 1890's the lever brothers decided to

join Forces with Dutch margarine producers Unie This then formed the household name Unilever.

Since joining forces in the early 1920's Unilever have gone on to own over 400 global brands. Not bad for some brothers who made soap and a company who made Margarine.

Unilever have hundreds of products under their belt. These consist of well known products such as: PG tips, Pot noodle and Marmite.

What are Unilever? Unilever is an Anglo–Dutch multinational

consumer goods company co-headquartered in London, England and Rotterdam.

They provide other 400 everyday well known products in which aid everyday lives.

Here is a quote taken from their website: 150 million times a day, someone somewhere chooses a Unilever product.

They are the main provider of products in the Uk.

What product have I chosen? In case you haven't already noticed, i have

chosen to research the product Bovril. A beefy drink in which has been around for nearly a century. I have decided to research this, due to the fact that I am intrigued as to how such an obscure concept can be so known and loved. Furthermore , I found it interesting as to how something in which is pretty old and rustic can still function and make a profit in modern society.

This is currently targeted at an audience of prominently males. It is a fan favourite at football matches especially, which in it’s self is essentially a very ‘male’ associated sport.

How does Bovril currently advertise? Since the millennium Bovril haven’t advertised

through television. However, looking at older advertisements it is apparent that Bovril have always advertised prominently to males.

They have been branded as ‘sexist’ in previous advertising campaigns due to them using women in next to nothing to advertise what is essentially a very male aimed product.

I will look to change this during my advertisement however.

Here is an example of this: sexism

How am I going to change this product? I personally feel that Bovril definitely needs

to be modernised as it hasn’t been advertised in a while . It is the exact definition of a manly thing. I would look to rebrand it towards children. The slogan for this would be: ‘Bovril, bringing out the young adult.‘ This has a market as it would not only ensure that the child is staying warm, but would also ensure that they are getting enough calories in a day.

Advertising campaign I would advertise using a playground full of children,

this is due to the fact that I want to sell the actual product and not have some ‘eye candy’ to sell it for me. As Bovril have been slated for doing so in the past.

I will have a child going about his day normally in the playground but with a suit on and looking more sophisticated than the others, he will then pass the drink to others and once they take a sip they will also be looking more sophisticated. The advert will end once every single person in the playground has had a sip. The slogan will then come up: ‘Bovril, bringing out the young adult’

Primary Audience As I have previously stated. My target

audience is going to be pre teens. This is due to the fact that Bovril has grown ‘stale’ as a product.

I decided on pre teens due to the fact that they are often wanting to pursue the lives of adults in the playground. If they see the advert they will then be lured in to thinking that they can also be just like their mummies and daddies and be more grown up just by consuming Bovril.

Secondary audience The secondary audience here would be parents.

Due to the fact that they will be ultimately the people that purchase the product for their children. I would be able to reach them through the means of children’s television. Due to the fact that they will be watching the shows with their children.

Also, they will be the current demographic for Bovril, due to the fact that it is currently already aimed at adults. This may also make them more likely to purchase the product for their children due to the fact that they will of already experienced it

Placement I will be looking to advertise between the times of

4pm-6pm This is due to the fact that children will be home

from school, this will allow them and their parents to view this, as it would be pointless showing it earlier as most of my target demographic would either be at school or their parents would be at work.

I will be looking to show it on channels such as: Nickelodeon and the Disney channel. This is due to the fact that this is what the majority of my target demographic will be watching.

Advertising times The reason I am going to be advertising between

the times of 4-6pm is due to these reasons: The 4 most viewed shows on the channel ALL

appear between these times. So putting my advert out there at these times would grab the highest viewing figures as physically possible.

At peak times during the advert break of the show: NICKY RICKY DICKY & DAWN  and SAM AND CAT I can be expecting a viewership of over 100,000 people. Which will be a large viewership.