Unilever pushes logo in advertising in a bid to become a household name
Unilever, the holding company for well-known brands including Streets ice cream, Dove, Rexona and Lipton, is incorporating its corporate logo in its advertising in a bid to turn the Unilever brand into a household name to rival the likes of Cadbury and Nestle.
The logo will appear in TV, print and outdoor ads and follows the strategy of the company in the UK, Latin America and Asia.
David McNeil, Unilever Australasia VP of marketing said it will support the use of the logo on its packaging.
i don’t trust the Unilever brand at all. Dove and Lynx are diametrically opposed – which creates cognitive dissonance that i cannot rationalise at all
As are Cherry Ripe and Boost and Flake and Picnic…
Doesn’t stop people putting them in their trolley for Cadbury.
The trust is in the equity built up in the Masterbrand, not the utility and/or emotional quotient wrapped up in the product brand.
Hey Diff … I can’t even spell it let alone rationalise it!
@Power to the people. Does a Masterbrand not build equity through the utility etc of a product brand?
@Diff.. Dove & Lynx are the best examples of successfully connecting and engaging with consumers on a functional & more importantly, emotional level.
It’s about the consumer – guys & girls are so different, so what is wrong with a company who has done so well at tapping into strong consumer insights?
@Andy. If guys and girls are so different, then why do you think Dove has just launched Dove for Men?
Psst, typo:
“…follows the *stragey* of the company in the UK…”
@Damo…. for metro guys I guess.
Thanks Daniel G, that’s now been updated.
Cheers,
Camille – Mumbrella
@powertothepeople Not sure about your argument really as both picnic and cherry ripe have cadbury chocolate and i think that is why people would buy Cadbury. Not really sure that people will buy in to the Unilever brand as it just seems too diverse.
They’ve obviously got some work to do. People go to the supermarket to buy Dove, Streets Ice-cream etc… they don’t go to buy Unilever – yet.