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Cheer - Procter & Gamble 2012 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: USA
Industry/Sector: Consumer Goods and Products, Household Products, Soaps and Detergents
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:


Industry Setting
Cheer has been a leading detergent brand in the US since its launch 60 years ago. Well-established as the brand made for colored clothes, its relevance in the marketplace had faded in recent years.

Challenge
The loyal Cheer consumer is the same woman who bought into the brand at its conception. With these consumers aging rapidly, Cheer saw the opportunity to reinvent itself by embracing its passion for color and appealing to a new consumer; one that is most receptive to preserving colorful clothes. No other brand in the category is speaking to Millennials, the untapped target doing laundry for themselves and their families for the first time. Millennials are wildly different. Cheer was determined to turn their ever-changing, eye-popping, digitized Gen-Y lifestyle into a brand they love.

Strategy
A dive head-first into the Gen-Y world led Cheer to completely redefine its brand image. No longer is Cheer average and expected. Now, Cheer is alive, vibrant, viral, expressive and digitized. Cheer now exists as a living, breathing, kinetic design system that connects with Millennials in surprising and unexpected ways. This system manifests itself through an updated brand mark, ever-changing patterns, a custom pixilated typeface and an arresting midnight blue package that practically jumps off shelf. The brand that loves color now is able to make a meaningful connection with the right consumer Ė the colorful Millennial.

Result
Millennials are beginning to fall in love with Cheer due to their mutual love for all things bold and expressive. As product appears on shelf, people canít keep their hands off of it.


Credits:


Client: Procter & Gamble Cheer Brand
www.cheer.com
www.pg.com
Cheer Brand Manager: Jason Wiedemann
North American Fabric Care Design Manager: Lee Anne Hilsabeck

Brand Strategists/Designers: Landor Associates - www.landor.com
Associate Client Director: Rebecca Moses
Associate Design Director: Jay Hoffman
Senior Designer: Lesley Amann
Client Manager: Liz Jordan
Media Designer: Chris Vogel
Senior Production Specialist: Tim Hamel


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