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Hellmanna?s Vignette Next up in Popular Unilever Ad Campaign on AMC

^{Published on 2010-08-25 09:50:45 - Market Wire}
 

ENGLEWOOD CLIFFS, N.J.--([ BUSINESS WIRE ])--With a nod to nostalgia, Unilever (NYSE: UN), one of the worlda™s leading marketers and largest consumer packaged goods companies, has joined AMCa™s Mad Men for a unique season-long sponsorship. The advertising campaign incorporates six iconic Unilever brands, including Dove^TM, Breyers^TM, Hellmanna™s^TM, Klondike^TM, Suave^TM and Vaseline^TM, into a series of 13 vignettes. The spots are airing during season four of the hit show as well as online, including a dedicated YouTube channela"[ http://www.youtube.com/smithwinter ]. The Unilever vignettes offer a behind-the-scenes look at the creative partners of a fictional 1964 ad firm, Smith Winter Mitchell. This weeka™s upcoming vignette features the agency brainstorming a new campaign for Hellmanna™s mayonnaise.

"Unilever has a history of engaging consumers through innovative marketing campaigns, and our Mad Men sponsorship is no exception"

Designed to celebrate the heritage of the brands that are as popular today as they were in the 1960s, this campaign combines witty historic parody with modern ad footage. This unique approach to advertising, that is both contextually and culturally relevant, appeals to consumersa™ sense of nostalgia while tapping into one of todaya™s most popular cultural phenomenon.

aUnilever has a history of engaging consumers through innovative marketing campaigns, and our Mad Men sponsorship is no exception,a notes Kathy Oa™Brien, Vice President of Personal Care, Unilever U.S. aThe historical angle plays perfectly in the context of the series; the featured Unilever brands are prominent today and were popular in the 1960s when Mad Men is set. That is why our campaign is resonating with consumers.a

In each vignette, Smith Winter Mitchella™s founding creative partners, copywriter Phil Smith and art director Tad Winter, are tasked with developing ad campaigns for big-name brands such as Dove, Breyers, Hellmanna™s, Klondike, Suave, and Vaseline. Smith Winter Mitchell is a boutique shop not afraid to take on the big names of Madison Avenue and the big brands of Unilever.

The innovative vignettes are a result of Unilevera™s pioneering areverse upfronts,a in which brand managers work with media companies to develop ideas on how to best showcase brands across platforms -- all well ahead of the annual upfront ad sales market.

Each week, fans can tune in to watch the vignettes, which air during Mad Men, Sunday nights at 10 p.m. ET. Fans can also tune into the Smith Winter Mitchell Agency YouTube channela"[ http://www.youtube.com/smithwinter ]a"to see the ads again.

ABOUT UNILEVER NORTH AMERICA

Unilever works to create a better future every day. We help people feel good, look good and get more out of life with brands and services that are good for them and good for others. Each day, around the world, we serve over two billion consumers. In the United States, Canada and the Greater Caribbean (Trinidad & Tobago, Dominican Republic, Puerto Rico) the portfolio includes brand icons such as: Axe, Becel, Ben & Jerrya™s, Bertolli, Blue Band, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmanna™s, Klondike, Knorr, Lipton, Omo, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America a" generating nearly $10 billion in sales in 2009. For more information, visit [ www.unileverusa.com ], [ www.unilever.ca ], or [ www.unilevercaribbean.com ].