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Logan Wilmont Consults
Creative director | Strategy director
Ban Deodorant. Gen Z
Ban deodorant was an iconic brand in the 70’s, but now irrelevant and only appealing to older men. Reposition the brand to teenage girls.
Background - One of America’s famous old brands. The leading deodorant in the 1970’s, now only used by 70 year old men.
Business Problem - To reposition Ban to 15 year old girls.
Creative Strategy - Ban can give today’s sophisticated 15 year old girls the confidence to address the more important issues in their lives.
Creative Approach - Create empathy by using the powerful Ban brand name to focus on the more important issues in teenagers lives.
Results - From an ‘old man’s brand’ to the No1 roll-on in America for teenage girls.