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If you’re trying to get your clients excited about repositioning themselves, then show them what Netflix is doing. They used to send DVDs to customers in the mail. Now they’re winning Oscars.
This is a solid example.
Are you really in advertising and you don’t go to the 5000 answers to this question? I fear for the clients who are paying for your opinion
CD1 is just a dick OP. Good for you for asking questions.
Snickers is my go-to example. I think “you’re not you when you’re hungry” was a timely and single-minded repositioning effort that leveraged its protein content to capture OOH food share as the candy market flattened. Smart strategy with excellent creative pull-though. Of course, that’s just my interpretation.
Well I stand corrected. Guess I haven’t seen much of their old work beyond the Viking campaign, where the message is lost in translation for me.
I could be wrong, but wasn't Old Spice's "man your man could smell like" a huge departure from previous old spice advertising?
Weren't they, like, attractive white man on a sail boat before that??
ACD1, That’s an evolution of a brand voice, not enough to consider it a reposition.
A reposition is different. It’s to occupy a different market area. Old Spice is still occupying nearly the same market area. They have spread out the brand (THE gentleman’s masculine deodorant) to other positions via line extension (eg, THE gentleman’s masculine-scented body wash), but they haven’t changed their original position. In fact, they doubled-down on it and wore it as a badge of honor (Bruce Campbell campaign), and used it for their line extensions (Isaiah Mustafa campaign).
Olay - was an entry-priced, mass-marketed wrinkle reducer for older consumers, “The oil of old lady”. Now it’s repositioned for younger demos as a prestige-like brand with the promise to "fight the seven signs of aging."
ATT around 2009ish.
IBM eBusiness
Buick
Lincoln
Cadillac
Weight Watchers
Dove when they first did that thing with the model out of Ogilvy Canada.
Do you mean something like a 180° overhaul of their position? That’s pretty rare.
They usually don’t reposition. A position is a deep ditch that’s hard to climb out of. Repositioning causes confusion, is costly and has a high chance of failure.
Instead, they usually make a new brand (complete with its new position), and transition the old brand into it. The transition period is temporary. They often say NEW BRAND (by Old Brand). Then once people get used to it, they quietly kill off the old brand.
Now, I have seen brands dilute themselves. Which I guess you could technically call that repositioning. Dunkin comes to mind. They dropped Donuts. They are slowly repositioning themselves as a breakfast AND doughnut place, rather than just a doughnut place. This is VERY risky, as Krispy Kreme has taken advantage of the vacuum in the doughnut category and has clearly benefitted from this.
In retail, Abercrombie & Fitch and American Eagle pulled 180s, with the latter finding early success with natural representations of teens