UNILEVER DELIVERS HEART MESSAGE TO YOUNGER CROWD IN NEW CAMPAIGN
By Adnews Staff
Toronto-based Unilever Canada is launching a new advertising strategy for its Becel brand of margarine. Expanding beyond its previous target market of consumers 55 and over, Unilever is targeting a younger group of consumers in this multi-media ad campaign from Ogilvy & Mather of Toronto. The campaign is designed to reach those who are becoming more aware of the role diet and lifestyle play in maintaining a healthy heart. Ads were created to show a number of little things that can be done on a daily basis by consumers to maintain a healthy heart. Advertising began earlier in September with the first of a series of television commercials. The spots use humor to communicate a variety of health messages by using a tub of Becel margarine in the role of the collective conscience. Ongoing television advertising will be accompanied by print, Internet and in-store advertising. The campaign is running nationally in English Canada only.