"8×4 works for me". Almost everyone who lived through the 1980s will recognise this slogan for a deodorant from the TV adverts. Manufacturer Beiersdorf has now taken on the challenge of completely repositioning the well-known brand. It has been "retreaded", so to speak - packaging included.
The goal for the Brand relaunch was clear: Beiersdorf wanted to appeal to a new target group. To do this, the traditional company broke new ground. An internal start-up called "Oscar & Paul - Corporate Indie Brands", which was the first project to develop the new 8×4 as a young, "agile" brand.
Instead of the traditional slogan, the deodorant now advertises with the claim "Don't stop yourself!" in order to appeal to a predominantly young clientele that is daring and favours individual beauty solutions. Marketing Manager Thorsten Trompeter reports in the Beiersdorf blog that 8×4 has already been tapping into a target group of people aged between 14 and 18 for several years, "but 8×4 is still perceived by many as an outdated brand".
"Individualisation is an absolute zeitgeist topic"
This is now set to change with a range of ten different deodorant fragrances. All fragrances are available in Aerosol formfive additionally as Roll-on. The individual benefits of the deodorants now take centre stage. "Individualisation is an absolute zeitgeist topic that we are addressing with the different deodorant variants for very different lifestyles," a Beiersdorf spokeswoman explained to packaging journal when asked, adding: "We want to offer the best combination of protection, care for the armpits and the fragrance component in each case."
The new Brand message is supported by YouTube clips featuring the following celebrities, among others: Longboard champion Deborah Keser, YouTube star Theo Vanity and model Julius Gerhardt. In advertising campaigns, the three "testimonials" each recommend one of the ten types of deodorant that particularly suits them personally.
The new deodorants are presented with a very clear, minimalist design. Packaging design in bright colours. The cans have become slimmer and lighter. According to Beiersdorf, the more modern shapes are intended to give the can a clearer, more reduced and more modern appearance than before. The colours of the caps are reflected in the design of the printing. According to Beiersdorf This reflects the claim for the newly formulated deodorant: "no stereotypes, purism and product advice". An online test on the product homepage, where users can interactively identify the right deodorant for them, also serves to provide advice.
Aerosol cans now have a coloured "header"
The new brand image has also brought some changes to the packaging. "Old users" of the aerosol cans will notice that the Overcaps have been abolished. Instead, the cans now feature a "header" with an integrated closure. According to Beiersdorf, this offers advantages in terms of handling, especially in e-commerce. The previously used Packaging concept for the Spray cans After 15 years, it has now been allowed to "retire".
The alternative options available are similarly designed Roll-on tins. They are made of glass and can be recycled in the glass container, while the aerosol cans belong in the yellow bag. The colours of the cap have also been updated. The container is now printed on transparent labels.
The development of the new 8×4 is not complete with the "launch" of the new packaging. After all, "Oscar & Paul" is intended to ensure agile development projects. The programme includes, for example, more sustainable packaging design, says the Beiersdorf spokesperson and specifies: "This includes a Recycling-orientated design and the increase in our
proportion of recycled material in our packaging."
The desired young target group should use a simple online test to find out which variant of Beiersdorf's deodorant suits them best. Click here for the Online test.
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