In a small group of three Cara had to collaborate and create a new marketing campaign for this brand.  The goal was to make "Roll On's Cool Again!" it was mentioned that typically Ban was peoples first deodorant but they ended up moving on to others because of the heavy competition. KAO wanted a marketing plan that would keep them going for years to come along with rejuvenate the brand.

Judgment Criteria

• Strength of idea (how engaging it was)

• Quality of Execution 

• Sustainability (would it bring in a steady stream of customers?)

• Branding message (did it fit with the brand and what it stands for?)

• X-Factor (did it make "Roll on's cool again"?

It was mentioned that they did not want it to be a rebranding challenge and that they wanted to do something that wouldn't be costly or have too much over head. KAO specifically said not to change the shape of there deodorant and to not suggest new scents or things that would significantly change the already existent brand. ​

Cara’s role in this challenge was to create graphics, design research, SWOT analysis and working on reimaging what Ban deodorant could be. She was primarily working on the power point, mock ups and leading a supporting role in idea management. It was a good group of collaborators she worked with and they had become good contacts. It was an ideal team, they had Parker who was a marketing major, had an interest in the company then Lauren who was majoring in project management and had a background in marketing and Cara who has had brand and user research background.

A challenging factor was it was done virtually during the pandemic. It was a great opportunity for independent work and deadline management. The group was awarded second place for this innovation challenge. They we’re praised for their creativity in tapping to nostalgia for this heritage brand.

Qualitative Research

The Good

• Stops Sweat

• Affordable 

• Trusted and Likeable Brand

• Compact and good for Travel

The Campaign 

Theme: Nostalgia

Ethos

(Crediblity)

The brand is trusted

A problem was the lack of branding and how they marketed their deodorant. Although this isn't a branding challenge they did implement elements of branding so that they could show the potential of Ban as a leader in the deodorant isle.

Social Media Edits

General Rebranding:

Higher order value: of safety and security 
Dynamic benefits: Portability, quality, and functionality of preventing sweat
Nostalgic Brand overtone. Trusted brand handed down from generations. 
Edit: Instagram Bio with a call to action in the bio and more call to actions in posts of where to buy
Social Media concepts

"For when it matters the most..."

#BanMoments

The tagline was chosen since KAO had mentioned that people use Ban when They need deodorant to work. If someone has an interview coming up they'll want a reliable deodorant so they don't sweat through there clothing. Reliability is a huge part of this campaign however, we also touch upon it being passed down from generation to generation. 

Big Picture

To get people excited and play to the brands strengths of being compact and reliable. Our target audience we're specifically women age 18-34. Some strong points of ours we're it's affordability and reliability.

Ban is the original "roll on" which is when you would use a ball to apply deodorant. Ban was very popular in the late 20th century and the groups we're told it was a reliable brand. Back in 2000 KAO bought the rights to Ban, but they are known for other products such as Biore Pore strips.  Their current demographic market is women and their sales have been in a steady decline since 2010's. However they rebranded themselves for older women which is there primary audience at the time of this innovation. 

Case Study