One of the most revolutionary marketing strategies Lever came up with, was to pre-package soap, an approach which has also been used by John and William Kellogg. Before Lever came along, soap was sold in long bars to grocers, which stamped, sliced-up and sold. Lever's strategy was to advertise his soap extensively, attaching a brand identity with the packaging. His methods were very similar to the ones we see today in advertising.
The newspapers also played a huge role in advertising, As a result of taxes on newspapers being abolished, there was an advertising boom around 1855-1861. A second boom came in the 1880s, when printing technology allowed colour printing and pictorial adds in magazines. By the 1890s, advertisers were able to re-print contemporary paintings to use for their adds. The images used were often of upperclass families washing their china plates, which was fashionable at the time. The people in the paintings were usually wearing flawless white clothing, creating a very aspiration image of cleanliness.
Another key to Lever's success was that he was around in 1851, at the height of the Empire. This meant that international trade routes were established. As a result of this, 'Sunlight Soap' went from a local soap manufacturer to one of the world's first multinationals. By 1930, they were the largest corporation in Britain. Port Sunlight Museum stated in 2009 that: ‘Colourful, innovative advertising was crucial to Lever’s success’ His constant use of contemporary paintings communicated his product. He chose children as a popular subject matter as they represent purity and joy, and possibly as they create emotive undertones, because mothers want to create a clean and hygienic environment for their children to live safely in. Again white linen was used often to show that the product was good for cleaning clothes. He used other emotive techniques. For the 'As Good as New' add, Lever used a painting titled 'A Dress Rehearsal (1888)' by Albert Chevallier Tayler. The painting depicted a peasant family, watching a bride try on a wedding dress, a very cheerful atmosphere in the room. The add appeals to the less wealthy, and implies beauty secrets being passed down through generations as the mother watches proudly over what looks to be her daughter.
Digicel Pacific TVC from Stefan Wernik on Vimeo.
By using 3D animated characters, the advert is quirky and engaging. The message is conveyed with a subtle sense of humour, fitting with the Lever idea that an advert should be entertaining and contain some kind of spectacle for the audience to marvel at.