united* // tag

	view design details project - tag launched - initiative location - north america through in-depth and in some cases unconventional analysis, united* determined that the tag brand from gillette, had an opportunity to own a more unique position in the developing body sprays category than it currently did. re-branding intiative - strategy, positioning, name generation, brand identity development, marketing media.
“body sprays are ok, if you’re 14...” rumbleph1sh, girl // 06.15.05 chat room conversation about tag and axe		the social icons and status symbols who endorse a product are key, because consumers often want to aspire beyond their life stage.	teens latch on to the "must-have" tools, toys and fashion items that express who they are as individuals	teens are looking to align themselves with brands and individuals who speak their language. they are smart and see through the "follower" and "wannabe" brands.