The Dial Corporation - Coast
2006 ReBrand 100 Winners > notableIndustry: Cosmetics/Toiletries - Below: Before Image, Rebrand Images, Summary, Credits Summary: Challenge - Coast body wash sales had stagnated and the line was in jeopardy of losing its shelf space to a competitor at a large mass retailer that contributed a large amount to Coast sales. Strategy - Coast has always been targeted to men, but the rebranding narrowed in on the younger, more active consumer. Research focused on visual influences related to the target market. These visual stimulators were assimilated into design themes that were refined and evaluated for brand fit and consumer acceptance. The final brand mark stages the “Coast” logotype on a surfboard shape. Bright accent colors, combined with blacks and silvers, provide shelf impact and visual interest. Background pattern/textures are active and energetic. Result - Coast was able to double body wash sales velocity and maintain market share/shelf presence in the bar soap category. Credits: Client: The Dial Corporation - www.dialcorp.com Director of Client Services: Brian Houck Creative Firm: Fisher Design - www.fisherdesign.com Account Executive: William Fisher Design Director: Peter Sexton [back] |
