For decades consumer products giants like P&G and Unilever have shunned the spotlight, letting individual brand names be the face of their marketing. But now that strategy is changing.
In this three-minute emotional marketing lesson video, emotional marketing speaker Graeme Newell reveals a new marketing trend. Learn why big corporate brands are suddenly re-emerging from the shadows.
Nearly every day you see P&G advertising at work in the form of P&G commercials. That being said, it’s not always P&G itself that you are seeing, but often times one of the multitude of brands. P&G marketing strategy has always kept the brand in the shadows, but due to new marketing trends, P&G commercials have come from out of the shadows and into the spotlight.
P&G Marketing Strategy Until Now
P&G marketing strategy until now has always been to stay in the shadows, as per the marketing trends of the time. P&G advertising is almost everywhere, representing brands such as Gillette, Crest, Duracell, and Charmin. These brands all follow current marketing trends in their presentation and content, but while they are technically P&G commercials, the relationship isn’t actually shown prominently – or it wasn’t until now.
Unilever marketing is similar to P&G marketing strategy in that it has, up until now, not really featured itself in ads for its myriad of brands to its name. This marketing trend is a throwback to a time where groups like Unilever marketing and P&G advertising could get away with not bringing their brand to the forefront for their customers to see and identify with. While Unilever marketing is a mammoth that follows all the newest marketing trends, it does it all through its satellite brands.
Marketing Trends that are Redefining Brands
P&G marketing strategy has evolved recently from hiding in the shadow of its various brands to coming out and making P&G commercials that actually focus on the P&G brand itself, not the brands that fall under its control. P&G advertising has done a great job of following recent marketing trends by defining itself as a company of morals and values, something that customers can get behind.
How P&G Advertising is Redefining Itself
Groups like P&G advertising and Unilever marketing are following marketing trends and creating a brand that customers can relate to. In the past, Unilever marketing strategy and P&G marketing strategy would have been fine if they just kept to the shadows, and they did just that. The new marketing trend, however, is driven by the customer and revolves around, you guessed it, the customer. P&G commercials are focused around an emotion that customers want to feel about themselves, and that feeling is goodness. P&G advertising shows mothers, heroes, and the like. These commercials fall right into line with what P&G marketing strategy has become – making P&G advertising that actually speaks to the customer.
P&G commercials have been received well, especially the ones that aired during the Olympics. This was right in the P&G marketing strategy of revealing the brand to be one of good feelings and uplift. Unilever marketing did similar things with its marketing in revealing a feel-good brand all around.
So to recap:
- Up until now, marketing trends dictated that Unilever marketing and P&G advertising didn’t really have to reveal themselves. Instead, these two groups stayed in the shadows of their franchise brands.
- Recently these brands have been bucking this trend and we are seeing Unilever marketing and P&G advertising mobilizing and creating commercials for their brand.
- By following this marketing trend, both Unilever marketing and P&G marketing strategy are showing huge gains in brand value.
Transcription text of the 3-Minute Emotional Marketing Lesson Video “The New Marketing Trend Driving P&G Marketing and Unilever Marketing” by Graeme Newell,emotional marketing speaker, customer loyalty researcher, and consultant at 602 Communications.
Hi I’m Graeme Newell. Today, the new marketing trend of brand unification.
For generations, some of the world’s most powerful branders have been virtually invisible.
You’ve probably heard of consumer product giant Unilever, but can you name any of their products? Well they make Axe Body Spray.
“No matter what goes down, Axe will fix you up”
Unilever makes Lipton Iced Tea.
“Discover the pure refreshment of Lipton Iced Tea”
Unilever has always hidden itself, letting individual product brands, like Hellmans, be the face of their brand.
“A BLT with Hellmans is the best”
But after a lifetime of hiding, suddenly the Unilever brand is showing up in commercials. And branding giant Proctor & Gamble is doing the same thing.
“Duracell, trusted everywhere”
They’re still building juggernaut product brands, like Duracell, and Gillette, but now, they’re building separate brands selling the ethics of P&G. Why this major change in brand strategy? Well consumers have evolved. It’s no longer enough just to make good products,
now customers want to see the values your company stands for. Consumers don’t just want to buy stuff, they want real relationships, with companies that stand for shared priorities in their own lives.
Nike stands for determination & tenacity. Molson stands for Canadian nationalism…
“Canada is the second largest land mass, the first nation of hockey, and the best part of North America! My name is Joe, and I. Am. Canadian!”
P&G has chosen to stand for families and most importantly… moms.
“Walk on, walk on, with hope in your heart and you’ll never walk alone. You’ll never walk alone. P&G, proud sponsor of Moms”
P&G saw major sales growth after this campaign, not because its products were better, but because customers wanted to buy from a company that shared their hopes and priorities.
So what will your brand stand for? Will you boldly champion adventure like V8?
“Drinking V8 vegetable juice every day may lower your risk…of ever acting your age”
Will you be like GE and proudly proclaim that teamwork is what makes our nation great?
“I think a lot of people, when they see a jet engine, they see a big hunk of metal. But when I look at it, I see Seth, Mark, Tome, and people like that who work on engines every day.”
These days, customers aren’t just demanding great products, they’ll also demanding greatness from the companies make those products.
I’m Graeme Newell and that’s emotional marketing.