The Challenge
OGX delivers many adored shampoo and conditioner products. It’s not that most consumers didn’t know OGX’s distinct bottle. It was that most didn’t even realize they had the OGX branded product already in their showers. It’s hard to suggest any fundamental changes when steering a brand that annually creates over a half-billion in sales. And while consumers, as per their reviews on Amazon, absolutely adore the OGX brand, most people wouldn’t be able to rattle off that “Argan Oil of Morocco” or “Teatree Mint” was an OGX product because the brand’s name was buried on the bottom of their bottle. In a world where word of mouth matters, how could we bridge that distinct bottle shape with a distinct OGX position?
The Courage
Our challenge was to distinctly link the OGX bottle to the OGX brand without a repackaging refresh. The bottle was clearly working in-store, and many internally wanted to keep the brand’s “surprise and delight” mentality. When we reviewed OGX reviews, it was clear that there was a massive differentiator in the way consumers spoke about their brand versus Pantene and other competition. People undeniably loved the OGX products while they simply liked the competition’s benefits. We quickly surmised that like is the true enemy of love. No human wants just to like the partner they end up with; they want to love them. No human wants just to like the shampoo and conditioner they put on their hair; they want to love it.
The Change
You cannot spell OGX without XO. “XO OGX” became our call out to the world. The filter for all marketing decisions ran through two simple questions: 1) Will the consumer feel the love? 2) Will the consumer love the feel? And so “Feel The Love. Love The Feel. XO. OGX” was born. Every decision moving forward puts OGX in the love business. If they loved an idea, our ask of the marketing team was to move forward with it. If they simply liked the idea, we asked the team to save those resources for other initiatives if they simply liked the idea. “XO OGX” became our succinct way for the audience to start remembering that OGX was the brand behind all these products you already love. The XO OGX concept is rolling out across social media, experiential and digital communication.
