Rebranding a Unilever product - Evaluation

We were set the task of re branding a Unilever product so that it would have a new target audience, therefore making the product have a wider spread, as it would have a new demographic and also the old demographic, therefore having a much wider audience.

I originally chose to re-brand Bovril - the beefy drink, I was going to aim this new Bovril at an audience of children, however my advert idea was unrealistic, so my group decided to join together to create the idea to re brand Marmite.

We came up with the idea of creating a Marmite drink, this was due to the fact that Marmite has has already had a wide variety of forms, ranging from the commonly known spread, all the way to cheeses and chocolate with a Marmite flavour. This would still be aimed at a younger audience, instead of the traditional Marmite  in which is aimed at adults.

We decided to market our brand new Marmite drink to an audience of teenagers to mid twenties, we did this due to the fact that they would generally dislike Marmite and not be willing to try the product, we tried to convince them to try our product by producing a quirky and unique advert so that the audience would remember the product and want to go out and try it.

By marketing the drink at a younger demographic we aimed to broaden the horizons of people who would by Marmite, by us looking to aim it at younger people, we opened several new doors, people who already liked Marmite would keep buying it, and the new audience who were gained from the advertising campaign would also buy the product aswell.

After our advert was completed, we collected feedback of other peoples opinions through a website called: Suverymonkey, the answers we received were very helpful, these not only provided feedback for our work this time around, but also gave an insight on how we could improve our work in the future to produce a better standard of work.

The results of what people thought were published in graphs, here is a quick summary of what people thought of our advert in the form of graphs:


I posted a survey on SurveyMonkey to find out what people thought of  the advert in which my group created, we had a vast variety of responses, some of the data was graphed, this is what the graphs showed:



Graph 1:

As you can see by these graph results, we had much varied responses from people as their opinions differed on what age the advert was aimed at, the highest response , being that the advert was aimed at the ages between: 30-39, however, there was not a huge difference in the other ages selected, so this has definitely given me something to consider upon creating my next advert, this is due to the fact that we would of liked there to have been a large amount of people selecting the audience it was aimed at. On the other hand, not many people thought that the advert was aimed at anyone above the age of 40, with just under 20% feeling that it aimed at any of the age ranges above the 40 year old mark. So you can see that the general consensus was that it was aimed it people younger than 39, which was our target audience, however, we would of liked a much more confined response, rather than the results being spread out significantly over the ranges of: 10-19,20-29 and 30-39

Graph 2:

The second graph's results are much more comprehensive, these show that 89.47% (17 respondents) thought that this advert was aimed at a male demographic, this is an encouraging response due to to the fact that the advert was indeed aimed at the male population. Furthermore, a few of the responses were not genuine as sadly some people filled out the survey as a joke, this has lead to female getting an extra vote when it potentially did not warrant one. However, overall the responses shown on this graph were exactly the ones we were looking for, for feedback.

Graph 3:

The third and final graph of the quantitative data we received was based on the question as to whether or not the survey viewers and subsequent advert viewers would purchase our new re-branded Marmite drink product, this was a very one sided argument with: 94.78% (18/19 respondents) saying that they would indeed purchase our product, whether this is due to the fact that they wanted to actually try and would enjoy our product, or were just simply curious to find out what it would taste like, the survey answer here were pretty one sided, which one again, is a very good sign for out group and the advert in which we created.



































I feel as though our advert hit it's target audience very well, however as you can see by the graph which asked people what audience it was aimed at, the survey respondents thought that it was aimed at abit of an older audience, which sadly was not what we were aiming for, so there is definitely some room for improvement there. However, the message for what the advert was and what it was trying to sell was received by the people who responded to the survey,  they all could tell that the advert was trying to sell Marmite.

The technical side of our advert was pretty strong, it did not feature an continuity errors which we were pleased with due to the number of different shots we used, so we were very pleased with that aspect. However, we do feel that the lighting could of been stronger in parts, as at some points it was weak and shadows were clear. however, overall we as a group were very pleased with our camera work in general.

Firstly, our mise en scene was poor, in our first takes, this was due to the fact that the suit in which I was wearing was dirty and it did not look realistic to an office job, we changed this afterwards, this was due to the fact that we decided that the advert was not good enough quality, so we made the decision as a group to re-shoot with my clothes changed, so in the end we felt that the mise en scene used was adequate.

The persuasion we used were the tricks used in normal Marmite adverts, we used the tricks of 'love it or hate it' which adds abit of mystery to it as the viewer may be tempted to try it as they will be curious to the taste as they just 'Marmite like it', we feel that this technique only works with certain types of people, but overall we are pretty confident that this technique would of bee successful.

I personally feel that the advert was suitable and would fit into all of the guidelines so there would be no problems in trying to get it broadcasted, I believe that it would be broadcasted at the times of around 8pm, this is due to the fact that teenagers would he home from school/college and will be likely to be watching their shows.


Overall, I feel that the advert turned out okay. I use the word okay due to the fact that the advert runs smoothly and works well, however it is far from what we originally envisioned it would be like, which is pretty disappointing, this is due to the fact that we had to take  out shots due to them not working how we wanted them to, and also due to the fact that we ran over our 1 minute target so the time had to be reduced dramatically.

Personally, I am pleased with the advert in itself, but I'm disappointed that it didn't turn out how we planned it to be. If I was to complete this again then I would like to follow my plans more and potentially get more shots, just in-case that shots do not work, this hindered us this time, due to the fact that we got 1 take thinking it would work and then found out it didn't, so next time I need to ensure that all the shots are going to work.