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Rebranding pitch
- 2. “Unilever is a British-Dutch transnational consumer goods company co-headquartered in London, United Kingdom and Rotterdam, Netherlands. Its products include food and beverages, cleaning agents, beauty products, and personal care products. It is Europe’s seventh most valuable company.” - Wiki Unilever Products they offer Marmite Lynx Pot Noodle Simple Ben n’ Jerry’s
- 3. Marmite Their current Primary target audience: middle aged, middle class, male, individuals. The reasons for this is that younger people often dislike Marmite, and often or not middle class people will be able to afford it – lower class people may struggle to get the funding. I often find that men are much more likely to love marmite than women, and they are individuals as it is a more popular opinion to hate Marmite than love it.
- 4. Existing Campaigns Print Advert Television Advert https://www.pinterest.co.uk/pin/360288038917967311/ https://www.youtube.com/watch?v=7R1TDZtNq9g
- 5. Placement End Marmite – it aired in 2013, and aired at a time around August, and it would have likely been on the FOOD NETWORK and 4 NETWORK, and I assume the time would be around 4-7ish. My reasons for believing this is that FOOD NETWORK is about food, and obviously marmite is a form of food, as well as 4 NETWORK being kinda out of the ordinary, as they aim to go outside the box and be the opposite of BBC, and this advert fitted that mindset. The time would work as most people who buy marmite are middle aged, and 4-7 is when most come back from work.
- 6. Rebranding for Marmite My new target audience: People who dislike Marmite Middle aged / children Women (mums) Main streamers (it’s a more popular opinion to dislike Marmite)
- 7. Rebranding for Marmite How I will do it: A Mother’s children hate Marmite, so she gets experimentive, and uses the Marmite on other foods – and the children like it. Then the Mother gets happy because she didn’t tell them she used Marmite.
- 8. Where and when I will advertise it. I will advertise it on Channel 4, at 4 to 7. This is because on Channel 4 at these times there are programs like “the Simpsons” which a lot of children and families enjoy watching, and the reason for the timing is that from 4 to 7 is when everyone usually is having their dinner, so the person who cooks the meals in the family will see the advert and it will give them the idea to buy and use the Marmite the way I advertised it.
- 9. BARB Figures As we can see, Channel 4 gets a good amount of the overall daily views. It gets 9 thousand out of an overall of 43 thousand, which is around 20% of the viewers. Which obviously is very high, hence meaning that we will get a large audience watching the advert. https://www.asa.org.uk/type/broadcast/code_section/13.html
- 10. BCAP Code I acknowledge all the rules and will follow them perfectly, this advert will not show anything which may offend anyone, it is simply a family who dislike Marmite slowly beginning to like it. This is the most relevant code I may break in this advert, all thought its unlikely, kids may see the other kids enjoying Marmite and ask their Parents to buy it for them https://www.asa.org.uk/type/broadcast/code_section/13.html
- 11. The children in the advert will certainly come across as polite, kind, but just disliking Marmite in a good manor. This advert will not promote any bad behavior https://www.asa.org.uk/type/broadcast/code_section/13.html
- 12. I will make 100% sure I make it very clear that they eat the different foods on other days, I will do this via lighting and area. https://www.asa.org.uk/type/broadcast/code_section/13.html