BXP - June/July 2017 - 28

New Routes to
Brand Loyalty
LA-based design firm Gelcomm
is keeping their ear to the ground

What brands do consumers trust and why? The answer to this question looks very different than it did a decade ago. Long gone are the days where established
brands could simply rest on the laurels they'd groomed through generations of traditional advertising. With exponentially rapid growth in digital commerce
and the craft revolution, a newer, spicier stew of competition is coming to a boil. Tapped into a pipeline of infinite options, consumers increasingly crave products and services that tout once-quaint notions of authenticity, local-sourcing and artisanal craftsmanship-notions which younger, more nimble brands are
ready and eager to deliver on. The playing field has never been more democratic, as big and small brands alike must be willing to constantly earn and re-earn
buyers' allegiance. Gelcomm, a multidisciplinary branding agency, works with both the majors and the independents. They recently shared their insights with
us on how brands can adapt to and stand out in this new marketplace.
It's not just about youth.

what attracts both demographics to the brand. Emboldened by our research,

Though Gelcomm is recognized for their expertise in reaching younger de-

P&G was willing to push the boundaries of the category and it resulted in

mographics, the much sought-after Millennials and Gen Z, agency principal

something truly unique, yet deliberate. In the end, we kept the visual aes-

Patricio Fuentes feels this is a slight misconception. "We don't specialize in

thetic clean, guiding mom's eye to the most desirable features, but integrated

youth," he says, "we specialize in the lifespan of consumers. Focusing exclu-

exhilarating hits of black, graphic typography and iconography... previously

sively on the younger demographic misses the vital insights you obtain by

unheard of in this category. The result was a resounding success for the

engaging with them throughout life." Gelcomm's philosophy is rooted in dia-

brand, and it sharpened our ability to be thoughtfully creative in the space."

logue with consumers that begins early and continues as they mature. Adds

Nine years later, Gelcomm continues to design P&G's kids' oral care.

Patricio, "While packaging needs to be 'cool' enough to appeal to a young audience, it's still mom who does most of the buying." Savvy, established brands

How to lift branding in an oft-forgotten

are hip to this. Says Patricio, "Our clients understand lifecycle-they reach out

grab-and-go category.

to us because they know Gelcomm has the latest insights on the user group

Some of Gelcomm's most successful efforts involve turning a grab-and-go

today and tomorrow, as well as the actual buyer."

product into a brand with a message. Cabeau-a travel accessories company
that creates, among other things, top-of-the-line travel pillows-approached

Cross-generational branding in oral care.

the agency for a makeover in 2016. In a segment with no breakaway leader,

Gelcomm's approach to branding through package design can be seen in the

the company saw an opportunity to differentiate themselves. "For millennials,

work they have done, and continue to do, for Pro Health for Me, Procter &

travel is part of life," Alicia remarks, "but you really have to pull at their heart-

Gamble's first ever Tween-focused oral care product. As Creative Director

strings to get their attention. We cut back on packaging materials to highlight

Alicia Goodyear-Lichens told us, "The packaging for this complete oral care

the sustainability of the product." The brand's message also became about the

regimen needed raw visual impact to appeal to 8- to 12-year olds, as well as

journey, rather than the destination-a subtle, yet essential re-alignment for a

the critical health credentials moms look for when they shop. By studying

generation that values experiences over more traditional creature comforts.

shopping habits in the segment and talking with real kids, we uncovered



Table of Contents for the Digital Edition of BXP - June/July 2017

Bxp - June/july 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: The Stride Ahead
Deeper Connections
Category Disruptor
The Debate: Disruptive Innovation , Marketing and Brand
The Toolbox: Luxury
Index of Advertisers
The List
BXP - June/July 2017 - Intro
BXP - June/July 2017 - Bxp - June/july 2017
BXP - June/July 2017 - Cover2
BXP - June/July 2017 - 1
BXP - June/July 2017 - Contents
BXP - June/July 2017 - 3
BXP - June/July 2017 - 4
BXP - June/July 2017 - 5
BXP - June/July 2017 - Editor’s Letter
BXP - June/July 2017 - 7
BXP - June/July 2017 - 8
BXP - June/July 2017 - The Scene
BXP - June/July 2017 - 10
BXP - June/July 2017 - 11
BXP - June/July 2017 - 12
BXP - June/July 2017 - 13
BXP - June/July 2017 - 14
BXP - June/July 2017 - 15
BXP - June/July 2017 - 16
BXP - June/July 2017 - 17
BXP - June/July 2017 - 18
BXP - June/July 2017 - 19
BXP - June/July 2017 - Chief Experience Officer Series: The Stride Ahead
BXP - June/July 2017 - 21
BXP - June/July 2017 - 22
BXP - June/July 2017 - 23
BXP - June/July 2017 - 24
BXP - June/July 2017 - 25
BXP - June/July 2017 - 26
BXP - June/July 2017 - 27
BXP - June/July 2017 - 28
BXP - June/July 2017 - 29
BXP - June/July 2017 - Deeper Connections
BXP - June/July 2017 - 31
BXP - June/July 2017 - 32
BXP - June/July 2017 - 33
BXP - June/July 2017 - 34
BXP - June/July 2017 - Category Disruptor
BXP - June/July 2017 - 36
BXP - June/July 2017 - 37
BXP - June/July 2017 - 38
BXP - June/July 2017 - 39
BXP - June/July 2017 - The Debate: Disruptive Innovation , Marketing and Brand
BXP - June/July 2017 - 41
BXP - June/July 2017 - The Toolbox: Luxury
BXP - June/July 2017 - 43
BXP - June/July 2017 - 44
BXP - June/July 2017 - 45
BXP - June/July 2017 - 46
BXP - June/July 2017 - Index of Advertisers
BXP - June/July 2017 - The List
BXP - June/July 2017 - Cover3
BXP - June/July 2017 - Cover4
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