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Unilever re rebrand
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- 2. What is Unilever Link: https://www.unilever.co.uk/about/who-we-are/introduction-to-unilever/ UnileverFood 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 isknow 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 feellike 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.
- 5. https://youtu.be/IEHCoecqP1k Existing Campaigns YouTube Publisheddate - 31 Jul 2018Printed Advert
- 6. Magnum Advert Placement Magnum advertswill 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 ForMagnum 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 • ITVduring 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 • Thereis 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.