Uniliver no longer targets kids younger than 13 with ads. This step will result in decreasing in advertising costs, but that hardly was their main concern.
In the past, Uniliver used to advertise food products to the kids between the ages of 6 and 12.
Unilever’s decision could be attributed to the fact that children obesity is a controversial topic and there have been some discussions about the link between advertisers and kids’ unhealthy eating habits.
So, the changes in their media marketing strategy and the words of Ian Maskell, one of the senior marketers of Unilever, about focusing on depicting more responsible attitude towards snacks in their ads and the importance of nutritional value are more than understandable.