Tag is the latest entrant to the male body spray market

1
Tag is the latest entrant to the male body spray
market
Tag was introduced in January 2005 heralded as a
new and exciting product that will help parent
company Gillette grab a share of the teenage
grooming market
2
Tag is looking to attract
Guys 12-24 years old
Gaining his brand loyalty at an earlier age may
help ensure his commitment to the brand in years
to come
More importantly, research shows that 12-24 year
olds are more open to trying new grooming
products. As body spray is still a relatively
new product form, guys 12-24 are a prime consumer
for this product
3
Problem is
Tag is not entirely a novel creation
4
This is good. You get to an interesting dilemma
quickly and well.
Tag is a parody product
Axe body spray introduced in 2002 in the US has
taken the market by storm and currently commands
the 1 position
5
But there is a bigger problem
Tag exploits an identical advertising strategy to
Axe Both brands currently communicate that their
scent will make guys irresistible to the opposite
sex
Axe
Tag
6
Alas there is good news
Axe had done most of the grunt work for Tag by
familiarizing consumers with the concept of body
spray
There are plenty of fish in the sea Tag is sure
to find its own consumer among the 12-24 year old
set
Tag is a great brand and can absolutely create a
unique identity
7
The next Tag guy
8
He as consumer
Good stuff. Interesting and insightful. But too
long-winded. You could have done this in one
powerful, memorable sentence or phrase.
He is 12-24 years old

He has listened to his metrosexual brethren and
has taken in the lessons on male grooming.
Important distinction is that his interest is
more practical than aesthetic. Consequently, in
his daily grooming routine, he is less interested
in smelling pretty and uses body spray more to
stay clean and smell fresh. He is looking for a
product that works
Also important is that he doesnt want to reek
equally of sweat as of body spray
Lastly, he is a creature of habit and remains
loyal to one product form at a time, using his
go-to body spray of choice everyday and on a
variety of occasions
9
He as body spray user
Again too long. And a bit boring because youre
writing it quite academically - why not write it
from his point of view, make it a bit more vivid.

While he may have goals and ambitions, at this
age he is not always aspirational or even
serious, especially not about his body spray. He
relies on it, but he is likely to pay more
attention to it when its lacking than when its
working
While his relationship with his body spray is not
a deep one, it certainly is a diverse one He
uses it when going to school as much as to meet
his friends or his date, to go to work as much
as to work out, to play with his band as much as
to play sports with his buddies, to grab some
food as much as to simply hang out at home
10
He as advertising target
Excellent - youre thinking about his media
habits and his relationship with brands - this is
crucial stuff.
His interaction with media has made him very
media-savvy, very marketing aware and very
sophisticated and skeptical in his assessment of
advertising Like most teens and young adults, he
understand that he is a target market and that
companies want to talk to him and encourage him
to buy their brands
This knowledge has made him a cynical and
discerning consumer who can easily become
disinterested in a brand that fails to make a
meaningful connection with him
11
Good thinking but again, a little too academic.
If youre writing about this guy you should evoke
him in what you write, make me feel him - dont
use words like didactic and congruent. How would
he put it?
New positioning is born
Tag is a part of his day, everyday, any
day While Axe focuses heavily on the social
occasion, Tag consumer regards body spray as an
all purpose product. Furthermore, while Axe
consumers take care of themselves to impress her
,Tag consumers are a little more confident and
self aware. Taking care of himself is what he
does, not who he is The new positioning is more
about honesty and authenticity. Tag will become
a brand that will be 1. Less invasive and
didactic, but more organic to his life 2.
Congruent with the way he thinks about and uses
body spray
12
Supporting the new positioning
Lots of smart thinking in here but it maintains a
distance from the audience which makes it a
little un-rewarding to read. This could be a
great few slides about energetic young blokes and
stuff they care about. It should bring this to
life, not disect it.
Advertising should feel organic and make the
brand almost a natural part of its
environment Consider product integration in
video games, product placement on relevant
programming, or in-store displays resembling his
medicine cabinet, locker, or gym-bag