Old Spice Campaign 2010 History of Old Spice
- Slides: 10
Old Spice Campaign 2010
History of Old Spice Suggests that using Old Spice will make users more ‘manly’ could be perceived as tattoos and stereotypical a guitar, shirtless, all things connoted with masculinity
Social Context Considered at its lowest in 2006 - Wieden & Kennedy hired to turn Old Spice around Peaked in 2010 after the campaign – sales grew by 125%.
Context of the product. Target audience were men and females, who were looking to buy shower products for males in their household. First launched on February 7, 2010 By the end of 2010, Old Spice had become the leading bodywash brand for US men with sales up 125%. 5. 9 million You. Tube views on the first day
Products lineup Shower gel Body spray Shampoo Body Wash
The Marketing Campaign The online ad The tv ad.
The real life billboard.
Typography of the ad Bold, red font in a plain font for the slogan. ‘Old spice’ is in a classical type of font with a maroon colour – defines product as authentic and professional.
Elements of the ad Costumes – topless man to exaggerate ‘manliness’ of the product. Locations – beaches, bathrooms. Implies luxury but also home use. Beach shots have a soft lighting, and camera shot is a full body shot.
Who/what is being represented? Adverts usually consist of black males. Actors in the adverts are muscular – implies their masculinity. Representation targeted at men. Supports stereotypes of the perfect man.