Unilever re brand pitch

1. Magnum Advert
Unilever Re-brand

2. What is
Unilever
Link: https://www.unilever.co.uk/about/who-we-are/introduction-to-unilever/
Unilever Food Products UK
These are all of the Food related products that Unilever sell in the UK
spanning from Ice cream, Tea and sauces plus more. All of these products
all target different target audiences and are all separate company's in
their own right. Walls do have multiple products in the ice cream sector
which they have a lot of control in due to the broad variety of products
from standard ice cream to magnums to ice lollies, walls joined Unilever
in 1930 after being brought by the Lever Brothers. In 2017 Unilever total
assets were worth up to 70.278 billion US dollars and in 2018 they had a
51 billion euro turnover in 2018. In the UK Unilever is the 9th best private
sector employer in the UK. In 2010 Unilever spent 6billion euros on
advertisement and promotion. Unilever has 2 main headquarters in
London, UK and Rotterdam, Netherlands.

3. Magnum Re-brand
Magnum is know for its luxury ice creams with the
Magnums “M” being almost as recognizable as the
McDonalds “M”. Recently Magnums have moved to
being a far more fashionable brand as they start to
follow trends in the world with the most recent release
being the vegan ice cream.
Magnums Primary Audience
Magnums primarily target women aged 16-35 year
old’s. who are also nearer upper to middle class due to
Magnum being a luxury brand. The reason I feel that it
is targeted at this age range is down to the fact that
Magnum is following trends that often this age range is
setting or following so weather its fashion or
opinionated subjects like veganism. Also all but one of
Magnums adverts they always use female actors as the
main character.

4. Magnum Re-brand
I feel like the secondary audience is men who are of a similar age
range as the main target audience this is down to the famine
attraction from the adverts use of good looking women that
magnum use in their adverts, they will also be seen as the
people that will buy the magnum for a female so you need them
to know what it is so the main target audience can access the
product.
Magnums demographic is 16-35 year old who are predominantly
white women (often they show mainly white people in adverts)
these people will most likely have middle class jobs or higher as
it is a slightly expensive product.
Magnums psychographic will be people that value the use of the
natural and ethical produce that is used in the creation of
Magnums and also people that have a semi busy lifestyle so they
still have time to make decisions on what food they do consume.

5. https://youtu.be/IEHCoecqP1k
Existing Campaigns
YouTube Published date - 31 Jul 2018Printed Advert

6. Magnum Advert
Placement
Magnum adverts will be shown less in winter
as people don’t want a cold ice cream as
much during them times. So a Magnum
advert would most likely be aired during the
summer as that’s when people want ice
cream as its hot. They will also be shown
around times when people would be eating
an ice cream so 12 till around 10pm as that
would be the peak ice cream eating times.
But the adverts for their tubs of ice cream
pop up more around autumn and spring due
to the comfort eating side of ice cream, being
eaten whilst comfortable and warm.

7. My Re-Branding
Idea For Magnum
As Magnums secondary audience is men an advert
aimed at men / tech people would appeal more to a
man, an advert that is similar to this is Gregg’s vegan
sausage roll advertisement, which used the expensive
phone launch style to promote their new product.
This advert would be distributed in its normal way but
with a more heavy push on social media and the
platforms that more tech / gaming people use for
example Twitch (a livestreaming platform) every time
you go to join a stream you are forced to watch and
advert and because this is heavily gamer based you
will simply target and get the advert watched by many.
https://youtu.be/uC1Gh8CdDYQ
In my advert I think I would break down all of the
elements of a Magnum like they often do in their
own adverts from the chocolate to the main
products that make up the ice cream and pull in
on natural and ethical options magnum use. Also
you could say something about the branded
magnum stick. I would also add a bit at the end
that would shoe a person who the advert is
aimed at opening up and enjoying the Magnum

8. Re-branded Advert TV
Placement
• I Think that my Magnum advert would be best to show at
times when people aren't often at work so for example
after 6pm on the weekdays and the weekends.
• One of the shows that my product could be advertised on
is Channel 4s Sunday Brunch, I would do this because
Channel 4 has a different kind of audience to the likes of
ITV, Channel 4 is more know for having a more reformative
viewer base and is slightly more edgy than ITV.

9. Barb figures
• ITV during the dates 4 February to the 10 February
had the second largest viewing base (17% including
HD) only behind the non-commercial BBC.
• Showing an ice cream advert during a show based
around ice. The Dancing on ice show on the 10th
February had 5.2million viewers. Being a Sunday
night show it attracts people of all ages from
younger children to the elderly.
https://www.barb.co.uk/viewing-data/weekly-top-30/

10. BCAP Codes
• There is certain codes that apply directly towards
food.
• With Food you have to be careful that you don’t
claim something that isn’t true as this would have
a high chance of getting your advert banned if you
couldn’t prove it.
• The use of certain words is also banned as it can
be seen as pressuring the consumer into buying a
product they might not need.
These certain codes stood out to me as I thought that they
could apply to my proposed advisement.

11. Junk Food Rules
• You are not allowed to show a price of a junk food
product that looks easily affordable for families.
• Marketing communications must not condone or
encourage poor nutritional habits or an unhealthy
lifestyle in children.
• Marketing communications should not encourage
frequent eating between meals, eating immediately
before going to bed or excessive consumption.
• HFSS [high in fat, salt or sugar]
• Any claims of nutritional values in the product have
to be authorised health claims.