1. OLAY
Re-branding Project
By: Jordan Redinger

2. Brand Audit
Olay is a company that produces anti-aging products, face cleansers and skin care products.
Established in 1959
Philosophy: Help women look and feel beautiful.
Each year, Olay conducts over 400,000 safety and quality tests to ensure an excellent experience for women around the world.
The company has won over 15 awards in just the last 3 years!

3. Social Media
Twitter followers: NO TWITTER ACCOUNT
Facebook likes: 380,129
www.olay.com
Youtube

4. Consumer Loyalty
My loyal
consumer
Holly
Loyal through out generations

• Holly is Head of Marketing at the City State Bank in Norwalk, Iowa.
• 5. She is 33 years old.
• 6. She is loyal to the brand because her mom and grandmother have used Olay

products and have passed down the brand loyalty to her.

7. Stakeholders
Consumers of Olay
Companies that sell Olay (Wal mart, Target, Walgreens)
Manufacturers of the product
Stockholders
All these stakeholders would be in favor of rebranding!

8. Why re-brand?
Weaknesses and threats of the brand:
known as a product for older women.
Do not have any products for 18-25 years old
Packaging is boring and old looking.
Do not target women younger than 30 years old.
Many other skin care companies are capturing the 20 year old market.

9. What needs rebranding?
Olay needs a fun and hip product line for women in their teens and 20s.
Go beyond the anti aging creams.
Create a brighter package design

10. OLAY OUTRAGEOUS
Olay Outrageous is a new product line for women in their 20s.
It includes products such as, lip plumper, moisturizer masks, fragrant sunscreen, and many other products young women would use.

11. Lose Carrie Underwood
Bad
Brand
RECALL

12. Magazine Ad

13. Commercial

14. Why Selena?
19 years old
Disney movie star/singer
Dating Justin Beiber
Strengths and Opportunities
Reach out to the younger generation by joining Twitter..
This product line will allow Olay to build long lifetime consumers.
The new brightly colored design will be eye catching.

15. Experience the new O