ছবি Photo from Reuters file: Tide Laundry Detergent, a product distributed by Procter & Gamble, sold on January 21, 2014 at a Ralph’s grocery store in Pasadena, California.
By Richa Naidu
CHICAGO (Reuters) – Unilever (NYSE: PLC) and Procter & Gamble (NYSE :), the world’s top two advertisers, are looking to redefine young viewers by spending 2021 on conventional TV and video games, streaming services and media programs. Operated by retailers such as Walmart (NYSE 🙂 and Tesco (OTC :).
As they look at their digital advertising budgets and try to appeal to smaller shoppers – who are in the midst of an epidemic around Nintendo Switch (NYSE 🙂 Game Console and Netflix (Nasdaq 🙂 in front of the screen – two customers tied to popular services like Giant Hulu and HBO Max and games like Fortnite and Animal Crossing.
Buyers of all ages also avoid large box retailers and order on online platforms. Global retail ecommerce sales are expected to reach 9 9.9 trillion in 2021, after growing 25% in 2020.
Luis de Como, executive vice president of Unilever’s global media, told Reuters that Unilever was “reconsidering” how it spends its advertising budget. He said digital marketing at Unilever, which makes Ben & Jerry’s ice cream and dove soap, now accounts for about 5% of its total media budget, up from about 0% before the epidemic.
De Como said Unilever conducts monthly gaming “master classes” for members of its marketing team, inviting professional video game players and industry experts to keep the company connected to consumers.
A representative for P&G, which makes tidal detergents and Gillette razors, said he was “developing plans” to reach “places where they are – like streaming and gaming.”
“It seems a bit risky-I mean, it’s experimental at the moment,” said Elizabeth Marston, senior director of marketing data firm Tenuity. “But at the same time, how do you know if you don’t try? You have to go where people are and 20-year-olds don’t have linear TVs.”
2.7 billion gamers
Unilever’s total marketing budget is 7.5 billion euros ($ 8.85 billion). De Como declined to disclose the amount it spends on media, but said Unilever is selling “much more” on ecommerce advertising platforms as well as gaming and streaming platforms.
“We’re investing in retailer media. So it’s not just pure players like Amazon (Nasdaq 🙂 – when you think of omni-channels – Walmart, Tesco, Target (NYSE :), Carrefour (PA 🙂 which are also becoming media companies, ”De Como said.
Unilever is branding new products to appeal to those who stream more TV and movies during the lockdown. For the widespread use of streaming entertainment buyers, for example, Ben & Jerry has launched an ice cream flavor called “Netflix and Child”, a drama of the popular millennial internet meme “Netflix and Chill”.
Late last year, Unilever’s Hellman’s condom brand Nintendo Farming tied the knot with the video game “Animal Crossing: New Horizon”, promising to donate a food waste to charity every time a player donates a virtual vegetable to the game.
According to data firm News, there are more than 2.7 billion gamers worldwide and the size of the video game market will exceed 200 200 billion by 2023.
In the UK, Unilever’s deodorant brand Ax sponsors a handful of top gamers, including Calfridge. In China, which accounts for about 6% of overall sales, De Como said the company supports e-sport celebrities and leagues, which are rapidly gaining popularity among Asia’s wealthy young generation. The documentary on the company’s Apple (NASDAQ 🙂 TV + paternity leave is sponsored by its Dove Men + Care brand.
P&G has an agreement with Animal Crossing through the Venus Women’s Razor brand. The company told Reuters it measured nearly 1 billion impressions while creating more skin types for in-game characters, featuring features including freckles, acne, cellulite, hair spots and stretch marks and psoriasis.