Rebranding a Product script

REBRANDING

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Unilever have been serving the UK for well over a century, and they say that their main goal is to meet everyday needs for nutrition, home hygiene and personal care, with brands that help people look and feel good. They aim to assist the brands they own, making them more environmentally friendly, giving a more positive social impact.

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Unilever owns many different large brands, with a focus on brands that constantly strive to become represented in households across the nation. Products such as Ben and Jerry's or Dove shampoo. as you have hopefully seen, I have decided to focus on the product of Marmite

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Marmite is a well renowned British spread produced by Unilever, made from concentrated yeast extract, which is produced from excess brewed beer. It was created originally in 1902 in a small factory in Burton-On-Trent, where it is still made today.

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The primary demographic for Marmite products is Working Class individuals. They usually have the income support of the family around them, as Marmite is a homely brand. The secondary demographic for Marmite products is Young People. Their pre-existing advertising is aimed at younger people, whilst pandering to the whims of comedy in youth.

The primary Psychographic for Marmite is Mainstreamers. These are people who value the family brands, and focus on brands that are "the latest trends" Reformers would be the secondary psychographic for Marmite They focus on smaller, less liked brands. Marmite's campaign of "Love it or Hate it" would draw in these reformers, and favour brands of natural simplicity. (100% vegan would fall under this category)

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Marmite's existing campaign focuses on trying to convert 'Marmite haters into lovers', and their advertising is all focused on their new idea of mind control. The advert focuses on how people who hate Marmite can be hypnotised to love the healthier alternative breakfast spread to products such as Nutella. This sticks with a comedy aspect, particularly their TV advert as it kind of humiliates the "actors" as the acting is so over the top.

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The brand received an overwhelming response from audiences, with over 3000 people willing to be hypnotised. 10 lucky Marmite haters were chosen, and 8 of them ended the experiment having their minds changed. This response from audiences shows how successful Marmite's advertising campaign was, and therefore helps them spread their message of trying to get people to take the healthier alternative.

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However, their advertisements are known to be quite controversial, and they received over 500 complaints because of their "end Marmite neglect" campaign which started in August 2013. Marmite's "neglect" campaign first aired on Wednesday 7th August 2013 during an episode of coronation street on ITV. After some research, I have found information which leads to suggest how much Marmite actually paid to distribute their advert. This chart shows how much it costs to advertise at specific times and as we can see here, Marmite would have paid approximately £50,000 to promote their product during coronation street.

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My main idea is to change my target audience by making Marmite seem more luxury in my advert. I want to adapt my advert so it appeals to the demographic of the Upper Class, as Marmite is an acquired taste that I want to reach out to higher classes. My changed psychographic will be succeeders, these are people who only look for the best brands, they have a high work ethic, so by making Marmite seem more luxury, it appeals more to them more motivated people.

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When we think of upper class, we think of a more luxurious lifestyle, so:

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The content of my advert will be set as a posh dinner party. I want to make it seem extremely luxurious, with many rich/extravagant people around the table. I want a "main course" to be brought out under a cloche and placed in the centre of the table. I want the cloche to be hiding two Marmite jars. A golden luxurious one, and a regular Marmite jar, surrounded by crumpets. Silence falls on the dinner guests as the host tries the Marmite.

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This chart shows viewing figures for TV based on age. As we can see, the line which shows us the longest amount of viewing hours over the years belongs to the over 65 age group. Programs on ITV such as Loose Women are known to be relatively sophisticated, and are usually aimed at the adult to older generation. This therefore would lead to me advertising during these times, as my target audience are the most likely to be watching at this specific time.

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I want my advertisement to also focus on nutritional value of Marmite. Marmite classifies themselves as an alternative spread to use. As we can see, marmite is good as it is low in sugars, with only 0.6g of sugar per serving, whereas products like nutella contains 8.5g of sugar per serving. I also need to however focus on the negative concerns such as the high salt content, as so to conform to: The BCAP code...

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The BCAP code applies to all adverts and is licensed by Ofcom. It is designed to inform advertisers and broadcasters of the standards expected in the content and scheduling of broadcast advertisements and to protect consumers. The different sections focus on different aspects of advertisements, such as financial products, or in my focus, food and nutrition.

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So, as previously said, I need to highlight the nutritional value of marmite and the contrast of high salt content, as to conform to section 13 of the code. It states that adverts must avoid anything condoning poor nutritional habits, so to do this I need to make sure that no excessive eating is shown, therefore keeping my advert safe under the code.

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And yeah, thats pretty much it, thank you, any questions?