Working with the police to build a brand

Few people know that just about everything we buy is owned by 10 jumbo companies such as Kraft, P&G, Nestle and Unilever. Last year Unilever spent more than US$10 billion (that’s about the same as the GDP of Iceland) on advertising and still managed to see a drop in sales of around 3%.

Unilever is the global market leader in ice cream and the business is worth about US$5 billion in revenue with about 40% of that coming from Cornetto and Ben & Jerry’s.

Cornetto sales in the US were down 2.5% last year and Europe isn’t much better. Sales there are affected by the inclement Northern Hemisphere weather and so the firm is looking to Asia for future growth.

Early results are good and we could see more of this sort of cheeky, unexpected humanised type of product building out here. Sells the product and shows a human side of the police force. Long overdue IMHO.


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