Breathing new life into an old brand
For half a century, Jazzercise has been one of the most recognized brands in the cardio workout industry. But with the advent of competitors such as Zumba, the brand had experienced a drop in activations. I was brought in to help.
My first step was to dig into a recent survey conducted by Jazzercise. It showed that their most loyal customers did not perceive Jazzercise as exercise. With routines built around popular music and energetic dance routines, Jazzercise was described by customers as “fun”.
Members didn’t join Jazzercise to exercise. They came to dance.
Re-evaluating the brand voice.
Jazzercise had always positioned itself as a workout designed for women. I wanted to shift the focus away from exercise and towards entertainment. I created a new Messaging Architecture that went head-to-head with more popular exercise regimens such as Zumba. The new Architecture was built on 3 pillars:
Fun, Friends and Dance.
Jazzercise introduces “Dancing Days”.
I introduced a nationwide event to promote To reinforce the new positioning and generate urgency to act, we introduced a multichannel promotion called “Dancing Days”. In advertising, we wanted to create the look and feel of a nightclub – high energy, bright and colorful, likeable. Messaging downplayed fitness and emphasized entertainment value.
