How far does Unilever really go with “baby-oriented marketing”?

An ice cream card like a pre-college literature list filled with depressed Russians, ’80s and angry feminists?

The news on April 21 that Unilever was no longer focusing its food marketing on kids under 16 wasn’t entirely surprising, but the cupboard and pear ice cream will be gone. luke Maybe too. Because “marketing” is marketing.

Unilever is serious about its mission to make the world a better place, and it is commendable for that. Definitely. In an editorial board full of marketing nerds, this news leads to one questioning just what consequences such a decision might actually have. If you take a look at the entire Unilever brand family, you’ll quickly come to the conclusion that there are very few brands that immediately consider babies as a potential sales channel. What products are (still) aimed at children?

Note that the press release reads verbatim: “Unilever will stop marketing foods and beverages to children under 16, via both traditional and social media.”

It does not say “advertise,” “communicate,” or “promote” food and beverages. The arguments are mentioned, but you can interpret them broadly of course. The package is an intermediary. A product in itself too.

technical peanut butter

Lucky for Ax – she was once legendary with her false, slightly sexist commercials (see below). The Unilever brand is mainly looking for teenage men, but of course this is not food and in view of the general interest, it is good that they continue to promote this among boys. Food and drinks.

Conimex and Unox are not in a danger zone, although you do have to be careful not to hand Unox hats to youths under 16 during your New Year’s dive. Calvé is emphatically focused on parents with peanut butter, but you’ll probably still sponsor a skate club with that peanut butter. Anyway, there was football: We read somewhere that ‘Calvé tried to reach children (a movement around boys/girls), youth (clinics with Jumbo-Visma Academy) and adults (a commercial with a boy distributing bread) with his campaigns.

cream wine

Remarkably, Unilever in its advertisement mainly makes statements about advertising, but promises something about marketing. We stay on that thought for a while. Matt Close, Head of Ice Cream:

“We recognize the power that social media and influencer marketing can have on children’s choices, and we believe it is important to bring responsible marketing to a minimum age of 16, over both traditional and social media (….) Our goal is to continue to Reduce children’s exposure to food and beverage industry advertisements, and instead support parents in finding the right dessert they can enjoy from time to time.”

Responsible marketing is much more than just marketing communications. Few companies in the world understand this better than Unilever. The P of the product with the B of the brand is the most important. There is nothing without a product Announces† Lipton in all its guises appears to be primarily an adult product, although children drink it with HL of course, including the sugar-containing version. Unilever also knows, but Unilever can’t do anything about it. Beware they don’t sponsor a youth tournament here or there, stay away from the promotional bag during the evening four days. The warning on the bottle appears to be justified. Not for children under 16.

Luke with a licorice stick

The real impact lies in those ice creams of course, hence the quotes from Matt-the-iceman in the coverage. Nor do Ben & Jerry’s and Hertog play the lead roles for young people. Young people will probably eat it in large quantities, but the products are not made primarily for children. With “ice cream” things are a little more complicated. A quick glance at the Ola card shows you at a glance that the celebration is still on. This landing page probably isn’t aimed at children, but it’s not aimed at adults either. What does Ola and its countless brand variants sell for? Well, Solero and Magnum are real ice creams for adults. The Cornetto, Cream Cup, and Vienetta too, but Liuk with a licorice bar?

“Adults eat pear ice cream, but especially if they have a hangover”

The treasure chest will disappear. You can’t do otherwise. You Can’t Keep Dry Eyes It’s for seniors who allow themselves a moment of pampering. A shame as he has been a huge favorite in the Ola group for many years. Rocket works well for dance festivals, but isn’t it for kids under 16? And pear Festini ice cream – very popular with young children – may have to come with warning text and shiny black wraps. The adults will eat it, but be honest. Especially if they have a hangover. Children’s product. Unilever isn’t vague about Partymix: “The ice cream is made according to Ola’s guidelines designed for kids.” They go out. “Unilever will stop marketing to children,” she says herself. A product made for children’s consumption. marketing.

P for Place is also interesting. And also Marketing-P which Unilever understands well. Freezer on the beach, in the supermarket and hardware store. In the sports canteen. There it will disappear, because that’s where the marketing is aimed at kids (or out in the morning when the pupils are playing and back in the afternoon when the fat Fifth Team is walking into the meadow).

Ola’s Best Marcom Product: Annual Ice Cream Card

Finally there is a price. The forgotten P. The P who plays a leading role in perhaps the most beautiful Marcom product Ola has to offer: the Ola Annual Ice Cream Card. We have several ourselves at home, including the person below. The last one—from the 2001 summer season—that prompted the guilder, is cut from 2008 MarketingTribune.

This is going to be a rather bleak price case, but it’s probably a very stylish one. At any cost, Unilever will ban kids (up to 16 years old) who just want to look at it, let alone click on it when they pass the camping shop. Maybe something in the planning of a math exam or a dentist’s call. Or simply in the form and style of a list of pre-university literature filled with depressed Russians, ’80s and angry feminists. We’re looking forward to talks between Efteling and Unilever, although we won’t get anything from them (or do they have a Nestle company there?).

Yes, we also understand: Unilever says marketing and means advertising. But if anyone can do anything about the poor state of Marketing Understanding, it is the largest marketing plant in Northwest Europe. And if you’re serious, you’ll go along with the “spread” of the effect above, because this pear ice cream is a lot of sugar for toddlers. Loved by parents and feared by dentists and nutritionists. The confusion of the mountain ripple does not change that.


And of course all this applies not only to Dutch Ola, but to all those brands with the same logo (usually) the same ice cream and the same ice cream menu. All Unilever: Algida, Bresler, Eskimo, Frigo, Frisko, GB Glace, Glidat Strauss, Good Humor, HB, Helados La Fuente, Holland, Inmarko, Kibon, Kwality Wall’s, Langnese, Lusso, Miko, Olá, Pingüino, Selecta, Streets , Teo and walls.

Helados is called La Fuente in Colombia. The Tsurria It comes off the map, although we’re not sure if it’s on it.

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