Unilever is a British-Dutch consumer goods company that owns brands like VO5, Dove, and Ben & Jerry's. The document proposes rebranding the VO5 Matt Clay hair product. The current brand targets men aged 18-30. The proposed rebranding would target two new audiences: boys aged 5-18 through an ad of a child using their sibling's product, and men aged 40-60 through an ad of an older man feeling youthful after using the product. The ads would be distributed on channels watched by these audiences, especially between 4-9pm, and through social media. The rebranding plan aims to comply with advertising regulations regarding children, harm, and truthful claims.

1. UNILEVER REBRANDING
PITCH
Taylor-Dane Foster

2. THE COMPANY
• 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. Unilever's
pioneering roots reach back to the 18th century when William Hesketh Lever, founder of
Lever Brothers, wrote down his ideas for Sunlight Soap, an idea that revolutionised
hygiene in Victorian England.
• Some products that Unilever offer:
• LYNX
• VO5
• Magnum
• Surf
• Ben and Jerry’s
• Toni&Guy

3. CHOOSING A BRAND
• The brand that I have decided to rebrand is VO5.
VO5 offers a range of shampoos, conditioners,
treatments and styling products to help prep, style
and finish your hair in any style. The brands slogan
is ‘BREAK THE MOULD’ which implies to the
audience if you use their product you’ll stand out
from everyone else. One product that they advertise
more than any other is the VO5 Matt Clay. Their
primary target audience for this product are males
between 18-30. This is based on their many
advertisements for this product. The picture on the
right shows a young man with Matt Clay in his
hair. This is a technique used in the advert to
attract men of all ages to us their product. The
products secondary target audience are females and
older males.

4. EXISTING CAMPAIGNS
• Print advertisement: VO5’s most recent
campaign was in 2018 when they got Anne-
Marie (a world famous pop singer and role
model for young girls) to star in one of their
adverts and put her on the front cover of the
NME magazine, a music magazine. This as very
clever as she had 3 songs on the top charts at
the same time during this campaign.
• TV advertisement:VO5’s most infamous TV
advertisement was back in October 2011, it was
awarded ‘Advert of The Day’ by The Drum, the
largest advertisement review company in
Europe.
https://www.youtube.com/watch?v=O75nH606Jv
0

5. REBRANDING
• The new market audience:
I want to rebrand VO5’s Matt Clay to one of 2 new target audiences. The first target audience I would like to explore is young male
children between the ages of 5-18. I think this would be a good idea because young children are very easily impressed and are more
open to trying new things. I want to do an advertisement about a young boy/girl that watch their older sibling style their hair with
the VO5 Matt Clay and end up using it themselves. I plan to create this at either at a studio or at someone's house. The second
target audience I would like to explore is older males between the ages of 40-60. I want to make an advert about an older man
watching TV and he sees a lot of good looking young men using VO5 so he ends up using it and getting his confidence back and
feeling youthful. This would be filmed either in a studio or at someone's home.
• Distribution plan:
I want to distribute the advertisement everywhere possible. My main advertisement distribution would be focused on channels that
young people tend to watch more frequently such as Cartoon Network and other entertainment channels, also music channels
because a lot of young people listen to music when they are at home. I think its also important to consider that these young children
probably don’t have money to go out and buy this product, so it would be advertised on channels that adults watch too, or channels
that kids watch with their parent like family channels. The optimum time for the advertisement to be aired would be between 4pm
and 9pm. This is because the target audience wont be watching TV in the morning because they will be at school 5 days a week from
8am to 3pm. I believe that social media is also a great consideration as most people have multiple social media platforms.

6. THE BCAP CODE
Rules 5.6 and 5.8 are under the children section
of the broadcasting code and rule 4.1 is under
the harm and offence section. When creating my
advertisement I will ensure that there is no
ridiculing or abuse being shown as I want to
show encouragement to use the product. I will
also ensure that my siblings will be involved so
there is no concern for consent or cruelty.
Furthermore, I will ensure that everyone is
depicted at equals in the advertisement and
there is no false information being
communicated to the audience.

7. THANK YOU!

8. REFERENCES
• ASA – https://www.asa.org.uk/
• BARB – https://www.barb.co.uk/
• NME Magazine – https://www.nme.com/magazine - producer: Jez Hughes
• Unilever – https://www.unilever.co.uk/
• YouTube – https://www.youtube.com/?gl=GB&hl=en-GB