Unilever to End Marketing Food & Beverages to Children: Can it drive a Change?

Case Code: MKTG448 Case Length: 12 Pages Period: 2018-2022 Pub Date: 2023 Teaching Note: Available

Price: Rs.300 Organization : Unilever plc Industry :- Countries : United Kingdom Themes: Marketing Strategy, Social Responsibility, Social Marketing

Abstract Case Intro 1 Case Intro 2 Excerpts

Abstract

This case discusses global FMCG giant Unilever plc’s (Unilever) new global principles for responsible marketing to children which include not marketing food and beverages to children under the age of 16 across both traditional media and social media. The principles will apply across Unilever’s food and refreshment portfolio and the deadline for brands to comply with these new principles is January 2023.

As a leading global consumer goods company, Unilever was committed to responsible marketing and advertising. In 2003, it was one of the first companies to apply specific measures for the marketing of its food and refreshment products to children owing to concerns about childhood obesity, the impact of social media, and the vast number of products to choose from. In 2020, Unilever announced it would stop marketing and advertising foods and refreshments to children under the age of 12 on traditional media, and under the age of 13 on social media channels. Unilever’s new updated global principles for responsible marketing to children are aimed at the company committing itself to a future focused on purpose. However, it remains to be seen whether Unilever can deliver on its commitment and curb consumption of unhealthy products and influence other brands to follow suit.

Issues

The case is structured to achieve the following teaching objectives:

• Understand how Unilever integrated sustainability into its business.
• Discuss the interrelationship between Purpose and Profits.
• Analyze Unilever’s new global principles for responsible marketing to children.
• Evaluate the implications of the updated policy on Unilever’s business.

Contents

Introduction
Background Note
Purpose Beyond Profit
Responsible Marketing
Crackdown on Unhealthy Food Marketing
Can unilver lead the way?
Exhibits

Keywords

Responsible Marketing; Food Marketing; Sustainability; Purpose beyond Profit; Socially Responsible Marketing; Marketing Communication; Social Responsibility; Marketing Strategy

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