Rebranding Unilever

Unilever

Unilever is a big named British/Dutch company which sells household products such as; cornetto, marmite, Lipton and many more

“We've been serving the UK for more than a century & our mission is to meet everyday needs for nutrition, home hygiene and personal care with brands that help people feel good, look good and get more out of life”

V05 brand identity

VO5 is a brand which consists of many hair products which are made to suit many styles of hair, the brand mainly made to endorse self expression for its users,

VO5’s break the mould with extreme style had been named No.1 men's hairstyling product in the uk.

The brand’s target audience is mostly men and women aged between 18-30, the female line is issued in pink the male line is issued in blue

Target Audience The V05 target audience is mostly aimed at these demographics;Demographic Gender: Male (but makes female products as well)Age:18-30Class: Middle Ethnicity: Predominantly for Caucasians (but not just western)Sexuality: The adverts make the product appeal more to straight sexuality because the majority end with the protagonist ending up getting the girl or the guy , but does not mean that it only appeals to straight people.Income: from anyone 8,000 to 60,000 a yearPsychographicAspirers and Explorers are mainly the

Former VO5 campaigns Break the mould campaign: https://youtu.be/qrXa9I7A3lQThe advert appeals to its main audience cause it shows what the brand originally does in the sense that its embraces self expression that advert shows that because it shows the individual who uses the product and comes out on topAired Summer 2015 between 3-7 showed on channel 4 and its sub channels such as more 4, E4, Film4, 4 music, BT sport, Gold, Dave and Watch Print Advert: this advert does the exact same because it tie’s into

the same campaign as the break the mould advert did Tie in merchandise such as the break the mould wash bag with

sold with in the product line. Competitions such as the express yourself competition

http://www.fortitudemagazine.co.uk/industry/business/vo5-express-yourself-competition-offers-isle-of-wight-2013-bill-position/2474/

Rebranding VO5

There is a gap in the market for VO5 for older aged mainly between 35-60, so what I feel can attract older aged men to a brand like VO5 is in similar ways to older style hair products such as Brylcreem which has also come back into style recently which can also mean the rebrand I am purposing can appeal to both sides of the age spectrum that I am trying to appeal to.

So I am targeting an older audience who are explorers who are looking for the satisfaction in their product and it to have the instant effects wanted to be required between the age 35-60 but still trying to appeal to 18-30 range at the same time due to the nostalgia of the brylcreem based products of sorts,

I feel repackaging V05 in a more classy, old fashioned way and making the product similar to brylcream but with a stronger VO5 take on it.

The Product will be called VO5 Bryl, it will be packaged in black and red glass jar.

Advertising the product The Advert: My idea for advertisement is to have someone who does not look to the best of

his ability, his hair is messy and unfashionable, he does not wear particularly the best of clothes but when he asked by a friend to use some VO5 Bryl he comes out of the room looking fresh and stylish wearing better clothes and hair looking fantastic due to the VO5 Bryl

Distribution of advertising: The Advert will be put onto television between the hours of 18:00 – 22:00, will be aired on channel four and its sub channels such as E4 and more4 at these hours you get the younger audiences watching the shows at this time because it is before the ‘the watershed’ so the parents of the these viewers may be watching it with them, the shows on at this time will be on usually on the first 5 days a week on the same schedule every week on channel 4 and E4 for example the Simpsons, the big bang theory and hollyoaks all screened at this time.

For the shows being screened between 9-10 they all appeal to a more mature audience which is what we are aiming to appeal to particular on Thursday shows such as peep show and supernatural screen at this time whichAre both mature shows which appeal to our audience

According to BARB my decision to air my advertisement at these hours was justified because the demographic I was aiming for example Made in Chelsea, The big bang theory and Gogglebox are all shows that target my demographic are the most viewed TV shows on channel 4 and E4. Which means that more people will become engaged in our product from the amount of views.

Its being displayed mostly on E4 and Channel 4 because they the two highest viewed channels Involved with the network and they both have more mature themed shows that will appeal to my audience.

How The BCAP Code relates to my advert

The misleading advertising aspect might come into play because my advert in a way betrays that when you use my product it makes you look more wealthier and therefore that means you are wealthy when my product will clearly not do that