2. 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.
3. 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.
4. 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.
5. 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
6. 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.
7. 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’
8. 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.
9. 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
10. 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.
11. 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.
