The Perfect 10!

Have you heard of UPGA?

No, it’s not a society against cruelty to animals nor is it a green movement aiming to save the environment though it sounds close. UPGA, when expanded, reads ‘Unilever Principles for Great Advertising’.

I know most marketers and advertisers think the term Unilever Advertising is more an oxymoron. I am not getting into that debate – whether Unilever advertising is boring or not - not because I don’t believe it, but more because I think it’s a subject matter worthy of debate at a different time. Though I should hasten to add here that companies like P&G and Unilever make effective advertising (most of the time if not every time) thought it might not be seen spectacular in the eyes of the advertising fraternity.

Al Ries and Jack Trout punch the noses of critics hard when they say this: ‘It has become fashionable in Madison Avenue to pooh-pooh P&G advertising but it would be nice to note that P&G makes more money than all 6,000 ad agencies combined’!

The point is these companies do advertising that seems to work most of the time. Proof: both P&G and Unilever are Fortune 500 companies and quite high up in the order as well. I believe it’s got to do with good marketing and even better advertising.

This article is about one of the two companies referred earlier – Unilever – and the set of principles that drive their advertising worldwide. A set of ten principles collectively referred to as the UPGA.

Interestingly, Hindustan Lever is accused of stealing P&G ideas from abroad so much so that a HLL Brand Manager even confessed to me sometime ago that UPGA should ideally stand for ‘Use P&G Advertising’!

What follows is the result of years of Unilever experience in advertising. It is distilled into ten Principles. In all good advertising these principles are present. Read it and if you believe it makes sense don’t forget to thank Unilever.

1. It concentrates on one big idea
The brand’s benefit to the consumer is conveyed, not just by a selling message, let alone a series of messages. But single-mindedly by one big idea – a visual and or aural expression of that one big concept exclusively linked to the brand. In other words, an idea that is arresting, exciting and unexpected.

2. Its promise discriminates a brand from its competitors
The ad must communicate a benefit. But it must distinguish that benefit from others promised by competitive brands. The brand must therefore communicate uniqueness. Uniqueness may reside in the physical brand itself (e.g., formulation) or in some other value inextricably associated with the brand. One of those values is the advertising. Thus whether the benefit is unique or not, its expression must be.

3. It involves the target consumer
It has immediate dramatic impact, arouses interest, holds and deepens that interest. It elicits a favourable emotional response by appealing to the consumer’s self interest, relating to a known need or problem and promising satisfaction of that need or a solution to the problem.

4. It establishes / develops a relationship with the consumer
A relationship is built on mutual understanding. The situation shown, the style of presentation, the people depicted the language and tone of voice used…all reveals the advertiser’s understanding of, and sympathy with, the consumer’s experience and aspirations. The ad should induce a strong feeling in favour of the brand and establish a preference for the brand, so that the consumer feels confident in choosing it.

5. It is credible – it feels genuine
Statements made, demonstrations shown must not be misleading. They must be fully accepted by the consumer. Though the manner of presentations may involve humour or hyperbole, the fundamental brand benefit must always by felt to be obtainable.

6. It is simple and clear
Anything that can be misunderstood will be misunderstood. Too many thoughts, too many impressions will confuse and lose the consumer’s attention. The execution should be simple and the expression unambiguous. It should be clear from the ad what the target consumer is expected to do. This does not mean that everything needs to be spelled out. Communication is two-way. The consumer should participate.

7. It integrates the brand name with the central idea
The big idea must be inextricably linked to the brand name. It must be remembered only in association with the brand.

8. It takes advantage of each medium
Ideally, the big idea should find expression in all media (TV, Print, Radio, Internet, Outdoor, and Direct mail). Each medium has its own characteristics, which offer opportunities for exploitation. The big idea itself is fundamental, but the writing and design of the ad should take maximum advantage of the media possibilities available.

9. The idea must be campaignable
The big idea will endure. It is not a single ad but a campaign. It is not one campaign but a series of campaigns. It is capable of development. This is more than simple repetition or even variations on a theme. The big idea will not only endure, it will grow.

10.It must help build the brand personality
Each ad affects the consumer’s perception of the brand. If any one ad conflicts with that perception it will cause, at best a neutral, at worst a negative feeling. Several such ads will begin to weaken the brand personality. It is vital therefore to ensure consistency. Each ad should help to build or reinforce the desired brand personality.