VS for Men is up against big competitors like Braun, Phillips and Wahl. They needed to be distinctive in order to spike sales, gain retailer engagement and build their brand. With their key B2B customers pushing for change, channelzero was engaged to develop a strategy to make VS for Men more competitive.
Get Noticed, Get Remembered, Get Bought, Get Bought again
After the investigation phase of the brand positioning project, we discovered that all competitors were speaking in the same tone, with the same serious positioning and with little personality. Stripping back the brand voice to be a real, fun, straight talking mentor or expert friend, VS for Men could then build a distinctive and memorable market position.
We simplified the brand architecture to "Head - Body - All in one". On pack this was combined with fresh product imagery and simplified tech information to make selection super easy and refreshingly personable.
Matched with the overarching campaign concept of "You were born to be real, not perfect", the reposition has engaged key retailers and is hitting retail shelves soon.
With their key B2B customers pushing for change, channelzero was engaged to develop a strategy to make VS for Men more competitive.