Hasta La Creative!

At Procter & Gamble Co. nearly a decade ago, Kyle Schlegel was trying to refresh Old Spice, a brand popular among dads and grandfathers but losing relevance to young men. Now, as VP-marketing at Hillerich & Bradsby, he’s got nearly the same challenge with Louisville Slugger.

So Mr. Schlegel has spent the past year reapplying some lessons from his old gig to his new one, culminating with the official debut of Louisville Slugger’s new logo and marketing effort during opening night for Major League Baseball on ESPN on March 31, along with a social-media effort including the #LeaveYourMark hashtag.

Compared with Old Spice, Louisville Slugger is a stronger brand in a smaller business. It commands a 60% to 70% share of the U.S. wood-bat market, which has more than $25 million in annual sales. And its bats are used by 55% of MLB players, Mr. Schlegel said — certainly a good position, but south of its share in the general market.

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