Building Better Product Windows in Advertising for Unilever Brands
Advertising is strongly anchored on feelings/ emotional attachments to the brand. However, every advertisement still needs to have the rational element integrated into it- which focuses on the consumer’s practical, functional, and utilitarian need from the product. It needs to emphasize facts and logic for persuasion.
However, in an advertisement, the product window suffers the most- one invests time and effort to craft the ad, create a story, be creative with it. However, the Product Window is ignored. Most product windows follow a formulaic approach, thereby showing a significant dip in engagement from consumers. This is the problem that Unilever was keen to solve.
Methodology
We analyzed over 200 advertisements across categories and built a set of hypotheses which were tested with consumer groups conducted as workshops. Based on the insights, we developed a set of guidelines that product windows must necessarily have.