TAG BODY SPRAY RELAUNCH
+ Brand and Entertainment Strategy
+ Talent Identification, Negotiation
+ Content Creation
+ Experiential Platforms
+ TV Integration
After years of adhering to a ‘me-too’ strategy on the heels of Unilever’s AXE Body Spray, P&G decided to shift focus to an entirely new, underserved consumer. They looked to UEG to lead the brand to relevance among a new urban-minded consumer – away from the long-time ‘frat boy’ consumer.
By identifying the consumer passion points that were most closely aligned with the consumer’s grooming and style influences, UEG arrived at hip-hop music, professional basketball and action sports as where-to-play choices for the brand that would drive the entire marketing plan. UEG proposed striking relationships with iconic individuals from each of these three areas to help the brand tell their new story, while driving relevance, awareness, and trial among the new consumer target.
TAG SIGNATURE SERIES
The TAG Signature Series of fragrances, featuring Ludacris, Carmelo Anthony, and Rob Dyrdek debuted in Summer 2009 to rave reviews and much social media fanfare. Each of the three guys developed their own fun campaigns to engage their fanbases, ultimately driving massive new interest in the brand resulting in steep sales increases over a very short window.
In a rare twist for a P&G brand, TAG did not have a traditional agency setting strategy and developing above-the-line creative. They looked to UEG to formulate the talent-driven brand relaunch strategy, and innovative non-traditional approach.
UEG orchestrated a successful sales competition between the three personalities, tied to each of their charities.
We also led a complete takeover integration of the season finale of Rob Dyrdek’s Fanstasy Factory, where the entire episode was dedicated to the hilarious lengths each of the guys would resort to to win the TAG Body Spray sales competition.