By Tunde Osho (with agency reports)
Unilever has said it is no longer going after broad swathes of consumers, instead using big data to determine increasingly narrow groups to develop new products for.
For example, it launched a new personal care brand ‘Love Beauty and Planet’ in the US this week, featuring “natural” products including shampoos, conditioners, and body washes.
The bottles are made from 100% recycled plastic and are 100% recyclable. The products also use a “fast-rinse conditioner technology,” which has the environmental benefit of requiring less water to rinse the product out of hair. The Love Beauty and Planet line is free from Parabens — a kind of ingredient that many consumers looking for natural products try to avoid.
Products considered “natural” now make up a quarter of the personal care market, according to Unilever, and are growing at twice the rate of the rest of the sector. Meanwhile, brands that fall under what Unilever identifies as “Sustainable Living” grew more than 50% faster than the rest of the company’s business last year, and also delivered more than 60% of the Unilever’s 2016 growth.
Noah’s Ark again wins Grand Prix award for best creative agency
Leading advertising agency, Noah’s Ark Communications Limited, has emerged the overall best creative agency at the just-concluded Lagos Advertising Ideas Festival (LAIF) in Lagos.
The highpoint of the event came when Noah’s Ark carted home the coveted prize by winning the only GrandPrix for “Lost”, its much acclaimed commercial for Airtel, a repeat of what had happened at the 2015 edition of the award. With this development, Noah’s Ark is now the only agency in Nigeria that has won the LAIF Grand Prix back-to-back. To lead the medals table, Noah’s Ark won 1 grand prix, 6 gold, 9 silver and 8 bronze.
Some of the campaigns that won awards for the agency include Airtel Lost, Three Crowns Fitness Challenge, Airtel’s 10X and many others.
Noah’s Ark submitted 60 entries only out of which 54 were shortlisted and 24 of the entries eventually won the awards. With its performance at the 2017 edition of LAIF, Noah’s Ark has set the record of winning two out of the four grand prix that have ever been awarded in the twelve years existence of LAIF Awards.
It would be recalled that Noah’s Ark had earlier won Gold at the recently concluded Epica award in Brussel, Germany with its Airtel “Lost”spot.The ad was also shortlisted among the 20 funniest ads of 2017 in the current edition of the globally acclaimed advertising magazine, Adweek.
Speaking on the feat, the MD/Chief Creative Officer of Noah’s Ark Communications Limited, Mr. Lanre Adisa, who recently marked his 50th birthday described the achievement as a symbolic milestone, which he noted, has come as the best birthday gift he could ever have wished for.
Adisa described the achievement as a big milestone for the agency, noting that the success would not have happened without the support of the clients who were willing to accept market-changing creative ideas.
Adisa dedicated the award to all the agency’s clients, thanking them for creating the enabling environment for the agency to express their ideas which had resulted in outstanding achievements for all the brands under its watch.
Commenting on the successful outing, the Executive Creative Director of the agency, Mr. Abolaji Alausa, described the feat as a product of immense support from clients who have done well to hold the agency to the highest standard.
He cited the Airtel ‘Lost’ ad as one of the campaigns that has continued to win laurels for the agency stating that “Airtel ‘Lost’ is a gift that keeps giving”.
He said” Needless to say, it is taking us to platforms no Nigerian brand has ever been. And that’s all due to the team at Airtel holding us to very high standards. Like I said after the Epica gold, only amazing clients approve amazing work”.
Earlier in the year, Noah’s Ark emerged the most awarded Nigerian agency at the festival, winning ten medals at the regional level and eight medals at the Pan African level at the African Cristals Festival held in Marrakesh in Morocco (2 Sapphires and 6 Emeralds).
LAIF, a brainchild of Association of Advertising Agencies of Nigeria, (AAAN) is a platform that seeks to recognize creative excellence, improve the quality of creativity and promote the spirit of healthy competition in the Nigerian advertising industry.
Other winners on the medal table include Leo Burnet, Up in the Sky, SO&U, 141 Worldwide, 7even Interactive.