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.
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 fashioned brand as they start to
follow trends in the world with the most recent release
being the vegan ice cream.
Magnums primary audience – magnums are primarily
targeted at women aged 16-35 year old's who are also
nearer upper to middle class due to a 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 Magnum advert 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.
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
You could 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.
8. 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.
9. BCAP Codes
• There is certain codes that apply directly
towards food.
• These certain codes stood out to me as I
thought that they could apply to my
proposed advisement.
