Old Spice Design & Branding RED ZONE COLLECTION by Landor New York

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Industry Hygiene & Personal Care Products
Media Design & Branding
Market United States
Agency Landor New York
Creative Director Gerhard Koenderink
Designer Jeff Maurer
Released April 2009

Credits & Description

Category: Cosmetics & Beauty
Advertiser: PROCTER & GAMBLE
Product/Service: OLD SPICE
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: LANDOR ASSOCIATES, Cincinnati, USA
Creative Director: Gerhard Koenderink (Landor Associates)
Senior Designer: Peter Roman (Landor Associates)
Senior Designer: Joe Napier (Landor Associates)
Designer: Jeff Maurer (Landor Associates)
Account Director: Barbara Carlotta (Landor Associates)
Account Manager: Phil Jones (Landor Associates)
Design Manager: Ron Burrage (Proctor & Gamble)
Design Manager: Tanya Blasko (Proctor & Gamble)
Media placement: Packaging - Food / Drug / Mass - 1 March 2010

Describe the challenges and key objectives
We were challenged to design deodorant packaging with experiential scent expressions that appealed to younger men. Priority was placed on the unique, emotive fragrance names to reinforce scent variety and overcome the brands key trial barrier. Red Zone, the first priority on the old packaging, needed to phase out without causing way-finding issues for current consumers.

Describe the brief from the client
Old Spice launched the Red Zone sub brand in 1999, positioned as a high performing product at a premium price. The brand grew successfully throughout the 00’s. By 2009, the Red Zone nomenclature, which had pop culture relevancy in the late 90’s, had lost meaning with the consumer. The brand was also suffering from consumer perceptions that Old Spice lacked a range of scents. We were asked to restage the Red Zone sub-line of products to appeal to a younger consumer in search of distinct cologne quality deodorant scents.

Describe how you arrived at the final design
Old Spice’s 73-year-old fragrance bottle cap was the inspiration for the badge holding device, creating a consistent EBU unique to the brand. Tone on tone red pattering reinforces both range of scent and the previous Red Zone brand equities. The scent names were brought to the centre of the label, dramatically increasing name recognition and the perception that Old Spice offered a range of scents.

Give some indication of how successful the outcome was in the market
Qualitative research was extremely positive, consumers consistently said that the Red Zone Collection was aspirational and for younger guys who are looking to impress. It is too early for in market sales results.