Unilever’s Post

𝗜𝗻 𝗮 𝘄𝗼𝗿𝗹𝗱 𝘄𝗵𝗲𝗿𝗲 𝗯𝗿𝗮𝗻𝗱𝘀 𝗰𝗼𝗺𝗽𝗲𝘁𝗲 𝗳𝗶𝗲𝗿𝗰𝗲𝗹𝘆, 𝗛𝗲𝗹𝗹𝗺𝗮𝗻𝗻'𝘀 𝗶𝘀 𝗵𝗮𝘃𝗶𝗻𝗴 𝘀𝗼𝗺𝗲 𝗳𝘂𝗻 𝘄𝗶𝘁𝗵 𝗶𝘁𝘀 𝗰𝗼𝗽𝘆𝗰𝗮𝘁𝘀. Hellmann’s, the beloved mayo brand since 1913, has launched a cheeky new campaign called "𝗧𝗵𝗲 𝗜𝗺𝗶𝘁𝗮𝘁𝗶𝗼𝗻 𝗝𝗮𝗿." This clever campaign, created by Ogilvy Canada, showcases how many brands try to copy Hellmann’s iconic blue and yellow label. But while they might look the same, the taste is in a league of its own. "The Imitation Jar" features 𝙖 𝙘𝙤𝙡𝙡𝙖𝙜𝙚 𝙤𝙛 𝟮𝟬 𝙘𝙤𝙢𝙥𝙚𝙩𝙞𝙩𝙤𝙧 𝙡𝙖𝙗𝙚𝙡𝙨, showing that even though they try to look like Hellmann’s, there’s only one real deal. It’s a playful way to remind everyone why Hellmann’s has been a favorite for so long. Brand: Hellmann's Unilever Canada Agency: Ogilvy Canada Chief Creative Officer: Francesco Grandi   Group Creative Director: Dylan Soopramania   Design Director: Miguel de Sousa Copywriters: Andrew Erskine, Phil Gull Art Directors: Emmanuel Torres, Pedro Minari Felippe Visual Artist: Bruno Miranda Co-Director, Production: Alexandre André Chief Strategic Officer: Jeremy Daly Chief Client Officer: Chris P. Strategy Director: Michael McDonald-Beraskow Account Director: Rohan Mehra 🚀 Want to see more fun campaigns? Follow Brand Brewskies! #Hellmanns #TheImitationJar #OgilvyCanada #Advertising #CreativeCampaigns #BrandBrewskies #FoodIndustry #Marketing

200 chocolatey🍫years!!! Yes, that's how long #cadbury has been spreading happiness around the🌎. Cadbury is owned by global multinational food conglomerate Mondelēz International. So what made Cadbury one of the world’s largest confectionery brands? One of the most loved and inspirational brands? Let's take a look at some of the brand principles & strategies Cadbury has incorporated in their marketing strategy→ •Emotional Connection: Cadbury excels in creating emotional connections with its audience. Whether through heartwarming commercials or nostalgic campaigns, the brand taps into human emotions, creating a strong bond with consumers. •Consistent Branding: Cadbury maintains a consistent visual identity with its distinctive💜color and iconic logo. This consistency contributes to brand recognition. •Brand name visibility: The Cadbury brand is prominent across all of its products, like - “Cadbury’s Crème Egg”, “Cadbury’s Roses” & “Cadbury’s Dairy Milk”, which makes it so easily identifiable. •Storytelling: Cadbury excels in storytelling, using narratives that evoke emotions and resonate with the audience, which in turn reinforces the brand's values. •Innovation and Creativity: Cadbury is known for its innovative product launches and creative campaigns. From unique flavor combinations to interactive advertisements, the brand consistently brings fresh ideas to the market. Over the years, Cadbury has built a strong brand identity 📈 that resonates with consumers globally. These principles can serve as valuable lessons for other businesses to establish a strong brand identity and build brand loyalty. More brand stories on the way! #cadbury #branding #marketing #brandstrategy #mondelezinternational #brandstories #cadbury200

Why Brand Names are Important to Consumers & Considerations for Change: The Case of Marathon (Snickers) Brand identity is more than just a label; it’s a key part of how consumers relate to a product. A strong brand name can evoke memories, foster trust, and create a lasting bond. Changing a brand's name or function isn't just about rebranding—it's about potentially disrupting that connection. This is why careful consideration and customer research are critical before changing a well-known product. Take the example of Mars Wrigley’s Marathon bar, introduced in the UK in 1967. For decades, this name held a special place in the hearts of British consumers. But in 1990, the name was changed to "Snickers" as part of a global branding alignment. While the product remained the same, the emotional attachment many UK customers had to the Marathon name did not disappear. In fact, some consumers refused to buy the renamed bar, showcasing the deep impact a rebrand can have on loyalty. Fast forward to today, and Mars Wrigley has decided to reintroduce the Marathon name for a limited time in the UK, exclusively at Morrisons stores. This nostalgic move is part of celebrating over 90 years of Mars making chocolate in the UK, and it's a clever way to tap into brand nostalgia. This isn’t the first time Mars Wrigley has used nostalgia to its advantage. A similar campaign in 2019 saw over 4 million Marathon bars sold in just 12 weeks, proving the power of a well-loved brand name. For many, it wasn’t just a chocolate bar—it was a reminder of the past, an emotional connection. Changing a brand name or product function can risk alienating loyal customers, which is why companies like Mars Wrigley must tread carefully. While global consistency is important, local consumer preferences matter, too. The Marathon-Snickers case demonstrates that even when the product remains the same, the name itself carries emotional and historical significance that affects consumer behaviour. So, what do you think? Should brands stick to their roots and embrace nostalgia, or is global consistency the way forward? #BrandStrategy #ConsumerInsights #RetailSavvy #SavvyInsights

Carlsberg's new global brand campaign, 'Do the best things begin with curiosity? Probably,' leverages the universal appeal of curiosity to connect with audiences globally 🌍. It's a narrative that reflects their long-standing tradition of innovation and progress. By highlighting historical milestones and integrating the iconic 'probably' tagline with their visual identity, Carlsberg uses the idea of pushing the boundaries of progress with curiosity to reinforce its intrinsic brand value and message. While the campaign’s global reach and consistent messaging showcase a strong brand identity, it also prompts reflection on its adaptability to local nuances and historical moments, particularly in diverse markets like APAC 🎎. In regions with distinct cultural and consumer behaviour, the universal concept of curiosity must resonate in a way that feels locally relevant. This brings to light the complexity of executing a global campaign and the fine balance needed to maintain brand consistency whilst also appealing to local preferences and values. Check out the article here: https://lnkd.in/gEPBdQk7 What are your thoughts on Carlsberg’s campaign? Does the theme of curiosity hold the same appeal across cultures, or could there be a risk of disconnect in regions with different consumer dynamics? #FINNSG #BrandPositioning #MarketingStrategy #GlobalBranding #APAC

Among the key pillars of #ESG, environmental sustainability stands out as a critical focus area. Within this realm, #recycling emerges as a cornerstone practice with profound implications for both businesses and society at large. Recycling is not merely about waste management; it's about fostering a circular economy wherein resources are conserved, emissions reduced, and environmental impact mitigated. By diverting materials from landfills and incinerators, recycling conserves #energy, reduces greenhouse gas emissions, and minimizes pollution - a trifecta of benefits that align perfectly with ESG objectives. For brands, actively encouraging customers to recycle is not just a matter of corporate social responsibility; it's a #strategic imperative with multifaceted advantages. In an era where consumers increasingly prioritize sustainability, this can translate into enhanced brand loyalty and competitive advantage. With ESG investing gaining momentum, businesses that prioritize #sustainability are more likely to access capital and enjoy long-term financial stability. Furthermore, by facilitating the return and repurposing of products and packaging, brands can reduce raw material costs, minimize waste disposal expenses, and even create new revenue streams through recycling partnerships and circular business models. In conclusion, recycling is not just a feel-good practice; it's a strategic imperative for brands seeking to align with ESG principles and thrive in a rapidly evolving business landscape. By actively encouraging customers to recycle, businesses can bolster their brand reputation, attract investors, drive operational efficiency, and contribute to a more sustainable future for generations to come. #esgprinciples #climatechange #globalwarming #marketingcampaigns Allinial Global

Here's a TVC clip from Savoury's Mayonnaise advertisement, as a part of our Brand Management project. SALEEM Shah #BrandManagement #SavouryMayonnaise #MarketingStrategy #Teamwork #BrandIdentity #ConsumerPerception

Coca Cola has suddenly become unhinged with its logo usage, and we are loving it. It takes some courage to play around with your logo, but Coca Cola does it with panache in this stellar campaign! Agency: Ogilvy New York #madovermarketing #advertisingandmarketing #sustainability #cocacola #brands #logo #advertising #marketing #recycle #environment #outdooradvertising #socialimpact #awareness

Coca-Cola's marketing strategies have long been scrutinized for what many perceive as greenwashing tactics. Indeed, their efforts to present a sustainable image often fall under intense scrutiny. One common criticism is the disconnect between their messaging and the reality of their environmental impact. Even the below Coca-Cola's campaigns feature imagery of Coca Cola's logo in the form of a crushed can, ostensibly promoting recycling. However, this simplistic portrayal glosses over the complexities of recycling infrastructure. Mere can-crushing does not address the logistical challenges of collecting and processing used packaging, nor does it significantly contribute to increased recycling rates. Furthermore, the emphasis on individual actions, such as crushing cans, can distract from the larger systemic changes needed to tackle environmental issues effectively. While consumer behaviour plays a role in sustainability, true progress requires corporate accountability and substantial investments in infrastructure and innovation. Moreover, Coca-Cola's marketing campaigns may inadvertently perpetuate the misconception that recycling alone is a sufficient solution to environmental concerns associated with single-use packaging. In reality, reducing overall consumption, transitioning to reusable alternatives, and investing in more sustainable packaging materials are critical components of a comprehensive strategy to mitigate environmental harm.

A couple of thoughts on this: 1. It’s said, no need to reinvent the wheel. - knowing how to adapt a concept and tweaking it for your audience is key. - An established financial player once copied a concept my fantastic team and I had done. I was flattered but at the same time underwhelmed. 2. Execution matters - Reminiscing over the FOMO Coke had us in! Calls were made, my name wasn’t going to be easy to come by 🙂 And yes I got for the family as well. (I’m the only day of the week #KeepCalm ) - Were this not had been shared here I’d not have known about this campaign. What are they doing to activate other than packaging and shelving (is there category branding within outlets?) 3. Then what? - We are known to keep boxes but toothpaste packing? What will I keep in there? How do I repurpose it? 4. Differentiation Ideas - They’ve gone eco friendly ie promoting sustainability thus a packing idea could have been “Atieno Supports.” Research shows Millenials and Genz are keen on reducing their environmental impact and take great pride in it. #Branding #Campaigns #Marketing

A classic! Verbal & Visual distinctive brand assets used in the real world x Do you actually know the story behind the product & the tagline? In 1941 confectioner Rowntree’s of York was forced to change the recipe of its Chocolate Crisp bar because of wartime food shortages. Conscious of disrupting a loyal fanbase (the product came out of an employee suggestion that the company make “a chocolate bar that a man could take to work”) the company launched a new bar in a blue wrapper using the name, Kit-Kat. The tagline warned that there would be ‘No More Chocolate Crisp Till After The War’ and, when it finally did return to the shops, it only lasted until 1949 when it relaunched as the fully-fledged Kit Kat and its blue livery was replaced with red. The first use of the tagline ‘Have a Break. Have a Kit Kat’ can be traced to Donald Gilles, an executive at JWT London back in May 1957! The bar brings the enjoyment of a short break from a long working day. A great example of verbal & visual distinctive brand assets used in the real world! Nestlé J. Walter Thompson Worldwide Wunderman Thompson UK Stephanie Scales Emma Magliocchi Emma G. Elen Brown Natasha Ricketts Charlotte Baker Hannah Payne Jamie Mason Aimee McKay Luke Christison & many more no doubt x #brand #iconic #brandbuilding #distinctive #ooh #powerfulposters #platformforbrands #visualidentity #dooh #poster #art #history #assets