Lowe Sacked As Marketing Company For Peperami After 16 Years

Unilever, the owner of the Peperami brand, have joined the list of companies to hire the creative minds of the public to build them a new television advert. Ever since 1993, Unilever has relyed on a marketing agency called Lowe for creating their adverts for their Peperami brand.

However, now they have turned around and are looking for a more public approach to advertising. Unilever will be giving the winner of the competition £6,000, as long as the advert contains their famous ‘animal’ character. The IdeaBounty website will be the host for this new advertising competition, the host website is also host to other designing competitions from big brand names. After the winner has been chosen, the winner will be able to help build their advert with the help of a specialist design agency, SmartWorks.

Unilever is definately not the first company to hire the public to create a new advertising campaign idea. Last year other food based brands, Pringles and Doritos, both held competitions for new TV adverts, some of which you may be familier with.

The winners of both these competitions came out on top after spending very little of the actual making of the adverts. The winning Doritos advert cost less than £10 to make as it used stop motion filming with a bag of Doritos and a jar of dip. The winning Pringles advert cost £300 to make, so a little bit more than the Doritos, but a profit was still made after they won £2,000, certainly a whole lot less than what a professional TV ad agency would have received for doing the job.

There are unknown reasons why companies go for a public approach compared to a UK graphic design company, this decision could have resulted from a number of reasons. The reason most used by the companies is that they get more creative ideas from the minds of the general public compared to the ideas generated from a small group of hired professionals. However, it could be due to a couple of other reasons, one being that it creates more publicity for the brand. The final reason is that companies would rather get a public built ad for a cheaper price rather than paying a professional company to do the job for them.

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