Tag Archives: Unilever


Fuck the diet

Unilever brand Du Darfst (indirectly linked to the UK brand Too Good to be True), seems to have changed its mind about a somewhat daring TV campaign. The original version encouraged women to stop strict slimming regimes, with the somewhat shocking tagline ‘fuck the diet’. Luckily I caught the ad and took a picture of it. I’d been planning to … Continue reading

Unilever declares its identity

Stepping up corporate branding

I had my suspicions about Unilever moving towards corporate branding (see gradual packaging changes here). Well it looks like my hunch was right. The first brand I’ve noticed publicly outing its Unilever owner – ie, showing the new logo on TV – is Lynx (Axe outside the UK). It’s taken what I call its ‘smell me bonk me‘ campaign and … Continue reading

Bird's nest  - on your soup

Unilever to try corporate branding?

Well, well. Do I smell a rat? Is Unilever going to gradually start telling us more about all of the brands it has under its umbrella – and start corporate branding? Nestlé have done it in certain areas, as you’ll know if you read this blog regularly (from some of the mistakes and branding problems). And although my students tell … Continue reading


McDonalds and health foods

We all know about the big M’s ongoing problems with health issues, so what – now that most people have heard the controversial statements and seen films like Super Size Me – are they doing about it? Well, in the UK they’re sidestepping a recently introduced ban on junk food advertising (as if that’ll stop the cave-dwelling Brits eating too … Continue reading

The spread many kids grew up with

Marmite: variety purchase, non-variety product

Unilever’s Marmite product clearly falls into a market what would be classified as “variety”. It’s definitely not a “complex”, “cognitive dissonance” or “habitual” purchase – unless of course, for you, this smelly yeast extract (which tastes fabulous on toast) is an everyday product. If it is a variety purchase, then marmite faces other spreads with a more adventurous side to … Continue reading

What insiders call ICBINB

Fulfilling branding criteria

According to Kotler, a brand should be memorable, distinctive, easily pronounced, say something about the nature, benefits or properties of the product and have no negative foreign meanings. It was a Unilever strategy for a while to name brands that “are what they say on the packaging”. Unilever examples: “I can’t believe it’s not butter” (pictured on the right), “Too … Continue reading


Streamlining deodorants

When a company grows internationally and launches its brands in other countries or buys up brands to complement its range, it then has to work out – retrospectively – which brands to keep, combine or kill. Unilever faced this issue with its deodorant brand Sure – or Rexona to you if you’re outside the UK. In the UK, Sure has … Continue reading



A typical approach taken by Procter and Gamble (P&G) to capture people’s interest is the classic problem-solution trick. Here you show what the world is like or would be like without the product, then show the solution – ie the product the company is advertising. It’s usual head on with functional benefits. Henkel in Germany have used the approach as … Continue reading


Smell me, bonk me

When products have little to talk about on a functional level, they have to jump to the other extreme in terms of product benefits, and play to the emotions. This is what Lynx deodorant – or Axe on the continent – has been doing for years. A typical Unilever product, it is marketed purely on hope and image. Screenshots from … Continue reading