Unilever tagged posts

November 8, 2014,  Brand marketing, Consumer behaviour, Guru in a Bottle, Social marketing practice, Thought Leadership  No comments

Miracle Whip is a salad dressing similar to mayonnaise and is popular with American and Canadian consumers.

Not a subject that you think would stir strong emotions? Well, actually you’d be wrong!

When marketers at Kraft began researching consumer attitudes towards the product, they found surprisingly deep emotions.

It turns out that a substantial number of people love Miracle Whip. And many can’t stand the stuff!

Back in 2011, with this consumer insight, Kraft launched a high profile US ad campaign that made a virtue out of this schism, using celebrities like Paula D fromJersey Shore and the political pundit James Corville.

Some people in the ads praised Miracle Whip’s ...

September 12, 2014,  Brand marketing, News  No comments

Unilever is the smartest advertiser on the planet according to research carried out by global marketing intelligence agency WARC.

The top five global advertisers on the WARC advertiser rankings:

The advertiser scores are derived from the brand owners’ performance in effectiveness and strategy in the previous 12 months.

However, the world’s leading individual brand is Coca-Cola, according to the rankings for individual brands:

In compiling the individual brand league table, WARC tracked more than 1700 winners in 75 different competitions...

September 10, 2014,  Brand marketing, Guru in a Bottle, Legal update, Marketing practice, News  No comments

In a spectacular volte-face, Coca-Cola has embraced the voluntary front of pack ‘traffic light’ system that alerts British consumers to the calorific value of the product in order for them to make informed choices about what they are ingesting and help move them towards having a more balanced diet and healthier lifestyle.

What’s disappointing is that the beverage giant didn’t have the foresight to embrace this opportunity last year when the voluntary labelling scheme was first introduced by the Government.

By missing this opportunity, Coca-Cola made it look like it had something to hide and this also reflected negatively on its reputation.

The result of this stance wa...

May 13, 2014,  Brand marketing, Thought Leadership  No comments

Strange, but true…

Unilever will continue to use the peace logo in promotions for its new Lynx fragrance but is making an undisclosed donation to the Campaign for Nuclear Disarmament (CND) after the protest group slammed its “callous” use of the iconic symbol.

The FMCG company said the “universally recognised symbol of peace” is a key part of its bid to raise awareness of peace globally, which forms part of the marketing campaign for its new “Peace” sub brand.

The campaign, which has seen 70ft peace signs tagged on various landmarks across the capital, was slammed by CND as being a “disingenuous”...

August 8, 2013,  Guru in a Bottle, News  No comments

I’m gonna put my cards on the table and declare unashamedly I’m a massive fan of American culture! As a kid growing up in a small town in Essex on the edge of London, my escapism from the boredom of living on a council estate was through the black and white TV set in the corner of our living room!

It was here that I started to develop a taste for everything American – from the brilliantly funny Hanna-Barbera cartoons such as the Flintstones and Top Cat; the wacky ‘60s series starring Adam West as Batman with Burt Ward as Robin; the surreal and wonderful world of Captain James T Kirk and Spock in the original 70s series of Star Trek and then onto the remarkable Lou Gra...