Title: Brand evolving in identity shaping TV commercial – a quantitative study of Gevalias commercial movies over time. (Varumärkesutveckling i identitetsskapande tv-reklam – en kvantitativ studie av Gevalias reklamfilmer över tid) Number of pages: 35 Author: Julia Garellick Lindborg Tutor: Anne-Marie Morhed Course: Media and Communications studies C Period: Autumn of 2010 University: Division of Media and Communication, Department of Information Science, Uppsala University Purpose: The purpose of the study has been to investigate in what ways the concept of success is constructed in Gevalia’s TV commercials with the theme “unexpected visit”. Eight identity evolving variables have been chosen to measure variations in the pattern of the unexpected visit in order to understand the essence of time. Material/Method: The study is executed through a quantitative content analysis. The material studied is 18 of Gevalia’s TV commercials produced from 1991 to 2010. The study is a complete investigation of the material that has been found over the internet and especially on Youtube. Main results: The results show that Gevalia’s 18 TV commercials with the theme”unexpected visit” follows the same concept through a period of 20 years. In the pattern of the concept a variation is seen in the use of for example coffee visibility, elect of slogan and sort of drama construction. This variation is distinctively seen after the millennium and can among other things depend upon a shift in commercial company and the need to renew. A small change that however follows a pattern the audience is able to remember from earlier, has by Gevalia been identified as highly essential in order to not wear out their audience. All commercials consist of more or less humor in purpose of seeking attention to be able to profile the product on the market. The thematic identity in the commercials that humor helps building is seen as the greatest contribution to why Gevalia has evolved into such a strong brand and a large reason for its success.   Keywords: brand identity, brand personality, Gevalia, communicative identity, TV commercial / Studien undersöker på vilka sätt Gevalias framgångskoncept är konstruerat i reklamfilmerna med temat ”oväntat besök”. Vidare har åtta identitetsskapande variabler valts ut för att mäta variationer i det oväntade besöksmönstret filmerna emellan. Detta i syfte att se tidens betydelse. Genom en kvantitativ innehållsanalys och utifrån teorier inom varumärkesidentitet studeras 18 reklamfilmer under en 20 års period. Studien är en totalundersökning och utgår ifrån det material som funnits att hitta över internet och framförallt på Youtube. Resultaten visar att Gevalias 18 reklamfilmer med temat ”oväntat besök” följer samma koncept under de 20 år som studerats. I konceptmönstret kan dock en viss variation urskiljas i användandet av bland annat kaffesynlighet, val av slogan och typ av dramaturgisk konstruktion. Denna variation kan tydligast skådas efter millennieskiftet och bland annat bero på byte av reklambyrå och behov av förnyelse. En mindre förändring som dock följer ett mönster som mottagarna kommer ihåg från tidigare reklamfilmer, har Gevalia insett är väsentligt för att hålla sin publik fortsatt intresserad. Samtliga reklamfilmer innehåller dessutom mer eller mindre humor i syfte att söka uppmärksamhet och på så sätt profilera produkten på marknaden. Den tematiska identitet som humor hjälper till att bygga upp i reklamfilmerna har setts vara den största förstärkande faktorn på Gevalias starka varumärkesutveckling och som kan sägas stå till grund för framgången.   Nyckelord: varumärkesidentitet, varumärkespersonlighet, Gevalia, kommunikativ identitet, reklamfilm.

Due to increased competition between companies and products, brand communication has emerged as an decisive and competitive aspect of a company’s success. Oatly, the swedish oat-based product producer, utilized, through extensive marketing communications, a increased awareness following their well mediated legal dispute with Swedish milk organization” LRF Svensk Mjölk”. While focusing on the brand Oatly, this study aims to examine how brands can take advantage of increased awareness through marketing communications, and develop an understanding regarding how brands can use communication to construct a certain perception of the company. With a qualitative semiotics method we aim to monitor patterns of expression and recurrent communicated characteristics in chosen commercials, adverts and Oatly’s brand manifesto. Our theoretical framework consisted of concepts of brand -management theory as well as theory regarding cultural differences, accompanied by previous research of veganism and companies portrayal as the “underdog”. The results showed that Oatly had an strategic usage of visual elements in the communication. They consistently portrayed themselves as the honest swedish rebell taking a humanistic and environmental responsibility, and Oalty defined itself through the usage of the milk industry as counterpart. With Oatly’s ownership in mind, the study found moral contradictions in the company’s communication regarding transparency and the vegan approach to righteousness. Evidently, the research gave us a profound understanding how perception of a company is abstract and can be constructed through consistent marketing communications.