The Week: Advertising news - Fresh image for Peperami

Unilever is to reposition its Peperami brand later this year in a bid to portray it as a healthy snack choice.

The move will coincide with the launch of two additional lines of the product, with a barbecue variant of the original Peperami set to launch in April, and a beef jerky product to be released in September. A new strapline for the brand is also set to be rolled out, marking the end of the current "Peperami: it's a bit of an animal" tagline, which was first introduced in 1993.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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