Umbrella Marketing Is For Marketing Umbrellas.
A current Olivio advertisement spends the majority of its duration evoking ideas of Italian heritage and artisinal authenticity to be attached to its industrially-produced butter spread with added olive oil.
So far, so unexceptional. But then it’s topped off with the imposition of the Unilever corporate logo that undercuts everything that’s gone before. I’ve written before about this type of boardroom ego-trip, but it’s the first time I’ve seen it actually at odds with the marketing message.
Why do they think the Unilever logo will enhance the customers’ retail choice architecture in any way that their product positioning will not? How many products do they think shoppers can identify as coming from the Unilever stable?
Personally, I’m not sure I could be certain of more than two and I sadly have more interest in the question than the man or woman in the supermarket.
Twenty eight seconds is barely enough time to tell a story let alone enough to indulge in sub-plots. Do their marketers want to tell the Italian story or the Unilever story? They need to choose one.