2010 OLD SPICE ADVERTISING OLD SPICE CONTEXT When

2010 OLD SPICE ADVERTISING

OLD SPICE CONTEXT When was it first launched? 19 June 1937 What is the target audience for this brand? Old Spice was advertising to the older, 40 -60 year old market in the past, however now their adverts are based around the younger generation (1830) roughly, and this is apparent due to the male models used in the adverts. Facts and figures Over the past three months, sales jumped 55% and in the past month, they rose 107%, also per Nielsen. Sales of Old Spice Body Wash—the line touted in the Wieden + Kennedy-created campaign—rose 11% over the past 12 months and since the effort broke in February, sales seem to be gaining momentum.

Brand identity & print adverts This is a newer version of the print adverts and it connotes the idea that the target audience is aiming towards 20 -30 year old.

ASSOCIATED PRODUCTS/COMPETITORS

NEWS STORIES • ‘Grooming Products Are More Important Than Life Itself in Old Spice’s Newest Odd Ads’

NOTABLE REBRANDING The old spice white bottle – to the all red bottle, the packaging has become a lot more modernised and suited for all generations in contrast to just one.

MARKET RESEARCH The success of Axe promoted Old Spice to re-invent their brand make it more appealing to different audiences in order to keep up and gain more customers buying the product. Weiden and Kennedy found that Old Spice’s target audience Was mainly 13 -14 year olds, and because of this they realised that the product deemed to be too confusing or in some cases too ladylike. This prompted Old Spice to give their product a masculine image. From this the ‘Man your Man could smell like’ campaign was born.

OBJECTIVE • The aim of the campaign was to change the appearance and traditional perception of Old Spice. They decided to use celebrity endorsement from NFL Isaiah Mustafa who then became ‘the old spice guy’. A younger model meant that people would be attracted to them and aim to be more like them, resulting in more sales. It also encouraged females to to encourage their partner to purchase the product due to the slogan ‘I am the man your man could smell like’.

ADVERTISEMENT • The campaign was advertised through TV and social media. This meant it met its target audience and appealed to those who saw it as it is technology based, these are the age group that are more likely to view the advertisement. Their celebrity endorsement also attracted younger viewers as he is a recognisable character. The campaign aired at the Super Bowl showdown between the Indianapolis Colts and the New Orleans Saints, which gained the brand even further recognition and targeted a younger audience. The adverts were also placed after specific programmes on certain TV channels such as sporting programmes to attract the intended audience.

SUCCESS • The campaign was successful due to a range of factors such as the advert is to the point and informative and they are often short meaning that people are more willing to take the time to watch the advert. They marketed in several different ways and on different platforms such as billboards, TV adverts and print adverts. This meant that Old Spice dramatically increased their sales and this benefitted the company as a whole.