Unilever's formula for avoiding advertising stereotypes

This event report addresses how Unilever, the FMCG manufacturer, is seeking to avoid using stereotypes in its advertising.

Unilever's formula for avoiding advertising stereotypes

Stephen Whiteside Warc

For decades, Unilever has given women the starring role in ads promoting brands like Knorr seasoning, Hellmann's mayonnaise and Magnum ice cream.

But although female shoppers are generally are the subject (and target) of marketing messages from both Unilever and rival consumer packaged-goods manufacturers, these advertisers often have depicted them as passive, personality-free ciphers with no