Male Gen-X, Millennial Opps: Nautilus changes name to Bowflex to support its top brand (Score 69)

Sales lead: Reach out to help this company promote the rebrand.

• Nautilus announced it is changing its name to Bowflex, effective November 1st, 2023.
• The company believes this will help show its focus on the Bowflex brand.  
• The company rolled out a new logo & brand identity for Bowlfex earlier this year.
• It also plans on rolling out several new products in Q4. 

Target demographic: Millennial & Gen-Xers with a male skew

The company will likely:

• Keep shifting ad dollars from TV to digital channels
• Increase promotional activity or launch an ad campaign for new products set to launch later this year
• Seek agency assistance for the rebrand

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Bowflex spent about $1.7m on national TV ads YTD, just 25% of the $6.8m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend dropped by 51% from $19.7m in 2021 to $9.6m in 2022. 
• Ad programming: It placed ads during programming such as Law & Order: Special Victims Unit, ER, The First 48, Law & Order, and Seinfeld.

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Bowflex spent around $2.6m on digital display ads YTD, more than double the $1.2m spent in this channel during the same time period of 2022. 
• YTD data: 384.2m impressions via Facebook (69%), Instagram (30%), YouTube (1%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend plummeted by 69% from $6.2m in 2021 to $1.9m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, yahoo.com, and espn.com. 

Additional channel insights  

• Vivvix: Bowflex also utilizes local broadcast. 
• Top podcasts sponsored: The Joe Rogan Experience, Today, Explained, Monday Morning Podcast, The Dollop with Dave Anthony and Gareth Reynolds, and Louder with Crowder. 

Agency analysis:

• Opportunity: Get in touch to see if Bowflex needs any more assistance. 
• Current roster:
  • COLLINS: creative
  • ICR: PR
  • TouchPoint Integrated Communications: media buying & planning