A few months back P&G teamed up with record label Def Jam to launch TAG Records – an effort to leverage each other’s brand essence. Def Jam’s influence and credibility with male teens, paired with the branding expertise of the marketing machine that is P&G? Sounds like the makings of a big win for TAG Body Spray.
Gut reaction – Great idea …especially since the bread and butter channel for CPG, the 30-second spot, is literally lost on male teens.
Gut reaction, with some Reasoning – Still a great idea. In a commodity industry with channel proliferation, genuinely weaving your brand into the lifestyle of your target market is your brand’s only chance. Unfortunately, TAG Records is at risk of being perceived as less genuine, and more forced. But, all is not lost, TAG Records … simply heed the Voice of Reason:
- Crowdsource. Just this week, Tag Records announced Q as the lead artist for their record label. Dude is nice, I heard his freestyles. But, instead of impressing teen boys with YOUR taste – why not engage your market and invite them to participate in selecting the lead artist? (Ever heard of American Idol?) I’m thinking get potential artists on the road opening up for other Def Jam acts. Let the audience tell you which artist makes it to the next city … until you reach the final concert, where you reveal the audience-selected finalist. (think Streetball, but Def Jam-style)
- Create a farm system. Let up-n-comers join the road team; give them a chance to learn from Def Jam artists and get stage time. Young people, with their votes, have a hand in personalizing the brand and also get a chance to play taste-maker for their peers.
- Artist Development. Make sure the artist benefits. Let them keep their masters. If they feel robbed, this will blow up in your face
- Make it a ritual. P&G you are great at placing brands within the context of people’s lives. When male teens are heading out to live concerts being put on by TAG Records, you want them to use TAG Body Spray before they head out the door, right? When teens register for the concert on your website, why not send them a promo pack with their ticket, a product sample, and related collateral … everything they need to get ready for the TAG experience.
