Tell the Story of a classic old brand in a bold new way.
clientVan Der Hagen / Universal Beauty
CategoryCPG — Brand / Identity / Digital / Experiential
ScopeFull brand repositioning — strategy, identity, campaign, and activation
THE CHALLENGEReposition a premium men's grooming brand that had been in the U.S. market for 80 years and was still functionally unknown to the consumer it deserved.
What made it boldWe didn't start with the products, we started with Pappy, the mythic Dutch founder. Building a brand around an authentic heritage story gave Van Der Hagen a reason to exist that no competitor could copy.
THE SOLUTIONPAPPY VAN DER HAGEN has a lot to say about grooming
Amazing formulations. Natural and organic ingredients. Van Der Hagen's hand-crafted grooming products, from shaving to shampooing, will surprise and delight you like never before.
And it's been that way for over 80 years, ever since old Pappy Van Der Hagen brought his secret, legendary small batch process to our shores from his native Holland. And today, old Pappy's belief that grooming should “MAKE YOUR MORNINGS VAN DER AWESOME” embodies every product. Simply put, Van Der Hagen is Der Best, and because you just never know who’ll notice.
Taking der show on the road with a creative pop-up
Pop-up Promo Poster
The power of a good story
In a crowed category with a lot of new entries and mega brands, leveraging the power of the Van Der Hagen heritage gave the consumer a reason to care.
