re-branding

anjelica cattiveramariah berdiago

what

does it

smell

like?

teenspirit!teenspirit!but wait, what is teen spirit?

Teen Spirit is a deodorant which hit the market in 1991 by Mennen (Mennen was bought by Colgate-Palmolive in 1992). They had heavily advertised cam-paigns which targeted teen girls and was the favorite of 1/4 of in their peak. This was partially due to Nirvana’s hit song It Smells Like Teen Spirit. In 1992, due to Teen Spirits success, Colgate released a new the line of sham-poo and conditioner. It did well, as expected, but as soon as the

song dropped from the charts so did Teen Spirit’s success. They eventually dropped the hair-care line and now all that is left is the “Teen-Spirit Stick”. At one point, they had 10 scents and are now only sell-ing two (Prink Crush and Sweet Strawberry). And these scents are mostly sold on Amazon or through 99 cent retailers.

Yes. It’s a funny story. Kurt Cobain didn’t know he was writing a song about a girly teen deodorant. Kurt was friends with Kathleen Hanna (lead singer of Bikini Kill), she spray painted “Kurt Smells like teen Spirit” on his wall because Kurt’s girlfriend at the time (Toby

Vail) wore the Teen Spirit de-odorant. Kurt was inspired by this phrase and thought “Teen Spir-it” was a term to describe his angst. It Smells like Teen Spirit was born.

does teen spirit have something to do with nirvana?

modern competitionmodern competition

Women are not as brand loyal as men when it comes to deodorant. Fe-male consumers are willing to and also have switched brands or use multiple brands. The main competi-tion for Teen Spirit would be deodorants that are cheap, as in 5 dollars or

less. Although there are way more deodorants out there which are “natural”, in a jar, and 15$. Our target market isn’t interested in paying that much and doesn’t see any health concerns when purchasing deodorant. Therefore our biggest competitors are Secret, Dove, and Degree since

these are all drugstore brands that are cheap and convenient. To be a competition to these brands, Teen Spirit has to show they’ have a voice that has never been heard in the deodorant industry before. back with the fervor they had in the 90s.

packagingmake-underpackagingmake-under

1991 2015 2016

Who would’ve known a de-odorant could be “cute and girly”. With the packaging today, you wouldn’t guess that Teen Spirit deodorant was a 90s hit. To genuinely bring the 90s back, Teen spirit is going to re-intro-duce it’s original packag-ing.

We’re not targeting the cool kids or the rad cats anymore. We’re targeting the kids that grew up. The kids that are now grinding the daily 9 to 5. The kids that how forgotten how awesome it is to smell like Caribbean cool or blossom orchid. The kids that want to be kids again.

Our precious #90sBabies are all grown up now, and have forgotten their dear Teen Spirit in the process, our goal is to make the rem-inisce about better times, and take power in bringing 90’s back. Our target audience are women ages 25-40 who

grew up with 90’s televi-on, music, media, and of course, Teen Spirit. Our secondary audience are the current cool kids, ages 13-18, who’ve grown up with modern technology but want to get a taste of what it’s like to be vintage

Maria, 37

Maria is from Mountain View but cur-rently works in the city. She makes the drive to commute to the city during the week for work. She still enjoys going to music festivals with her husband and doesn’t mind a couple of beers in her downtime. Teen Spirit appeals to her, because she was loyal to the brand since the begin-ning. It reminds her of her youth and the scent she remembers was awesome. If she saw it on the shelf again, she would ditch her secret deodorant to something she loves and remembers.

Claire, 14

Claire is a Junior in High School and spends the time she should be doing homework on Tumblr and Instagram. She loves trends online and off. She watches youtube videos to help her make liquid eye-liner wings. She appreciates the 90s trends and can sometimes be caught tying a flan-nel around her waist and calling it grunge. Teen Spirit appeals to her because it would make her authentic and cultured in the time of the 90s. On the weekends she can be found at the Local Urban Outfitters shop.

the target

we’re

bringing

the 90s

back

Instead of selling a deodorant, Teen Spirit is bringing an era back. Let’s reminisce about the days when Bieber didn’t exist. Let’s celebrate headliners who actually used instruments. Let’s all remember how you and Johnny danced at the Prom. You were sweating with clammy hands. But at least you smelled like caribbean cool. The 90s were great and nobody smelled bad back then. Let’s thank Teen Spirit for that.

Today, if you’re not tech savvy you’re not living. Our goal is to utilize these technologically keep people to remem-ber the days where #selfie wasn’t a “thing.” #tbt or #throwbackthursday is one of the most used hashtags on social media sites like Facebook, Twitter, and Instagram, even on days that aren’t Thursday. Everyone is enamored by the past. The Instagram will be called TeenSpir-itStick and will focus on users flashes from the past. Teen Spirit decided to claim the hashtag #The90sAre-Back. Since we want the campaign to be more about a de-cade than a product, we thought it was appropriate to not use a hashtag focusing on the product. Teen Spirit will gather these 90’s gems and feature them on their Instagram, offering prizes and free samples of their new but not really new deodorant line. #The90sAreBack Also, there will be ssupplementary ads on websites which are appropriate like on youtube below. This will tie into the tradition media outdoor advertisements.

online media

traditional media

We’re taking some of 90’s most memora-ble television and media moments and plaster-ing them across cities and states. You’ll go on a trip down memory lane when you walk, drive, or ride by these billboards and posters. #wholovesoragesoda, #rachelshaircut, #ididnothavesexualrelations #withthatwoman, famous quotes and moments that are just so 90’s.

traditional media

traditional media

These billboards and posters will be the herald announcing Teen Spirit’s totally rad comeback These posters and billboards will most-ly be in areas where commuters are on their daily commute. Subways, buses, trains and billboards off highways. We hope to turn your grinding teeth into a grin with these bright colors and memorable hashtags.