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. Good stuff. Interesting and insightful. But too long-winded. You could have done this in one powerful, memorable sentence or phrase. He as consumer 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 doesn’t 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. Again too long. And a bit boring because you’re writing it quite academically - why not write it from his point of view, make it a bit more vivid. He as body spray user 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 it’s lacking than when it’s 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. Excellent - you’re thinking about his media habits and his relationship with brands - this is crucial stuff. He as advertising target 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 you’re writing about this guy you should evoke him in what you write, make me feel him - don’t 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. 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. Supporting the new positioning 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