Old Spice Case Study Product context When it

Old Spice Case Study

Product context When it was launched? Originally launched as ’Early American Old Spice’ by William Lightfoot Schultz's soap and toiletries company, Shulton Inc. , in 1937. Target Audience? it was first targeted to women, and after it did so well, they released a men's product before Christmas at the end of that year. Facts and figures Old Spice has accumulated 37 awards as of 2016 at the Cannes Lions International Festival of Creativity. Most notably, the brand was awarded two Gold Cannes Lions for Creative Effectiveness for “The Man Your Man Could Smell Like” in 2011 and “Smell come to Manhood” in 2016.

Brand Identity Dark background to help viewer focus on product Seems to be showing the ’thug type’ Simple soft sell Very little details given

Social context Their brand surged when they switched from a shaving brand to fragrance in the 70’s. During this time discos were being encouraged so men would use their fragrance when they went out dancing. The 1960 s was a low point for the company as people were changing and not very interested in their shaving brand, and until they figured out to turn to fragrance and keep up with the times, they were doing very poorly. Competitors – AXE, Lynx, Gillette Associated news stories - Schultz was inspired by his mother’s potpourri which is why it was originally a women's scent called ‘Early America Old Spice’ Rebranding – in 2008, the original Old Spice scent was repackaged as "Classic Scent", in after shave and cologne versions. The white glass bottles were changed to plastic, and the gray stoppers to red. Old Spice Classic shower gel was sold using the slogan "The original. If your grandfather hadn't worn it, you wouldn't exist. ”

Fiji, Komodo and Matterhorn campaign Video ad for Fiji campaign

For this campaign it was mainly advertised by using print ads, online ads, TV ads and billboards Released in July 2010 When billboard advertising they seemed to place them near many roads are near city centers to gain the most attention The video ad received 23 million views in 36 hours Old spice social media followers increased by on average 200% Campaign was very widely talked about and caught peoples attentions

Brand identity – try's to catch your attention ( the miniatures) Slogan – trying to get across some facts in a humorous way (anti-perspirant) Hard sell –it could classify as this is although it isn't saying ‘buy now’ it is very in your face as there is so much going on Insinuates that if you get this fragrance you too will also stand out from the crowd in a good way This ad shows some many strange things (miniatures, volcanoes etc. ) it catches your attention and causes people to talk about it The wording is very simple and the white color helps it to stand out from the predominantly blue background. They also include their signature old spice sign off in curled writing which is linked to their logo so is easily recognizable The shot used is a a mid-shot, this has been done to incorporate all of the miniatures on The Advertisement

representation They are showing how if you buy this scent it will become a part of you e. g. Fiji scent so sandy, beach tropical theme. Also show man becoming part of beach so you will be connected to that place and environment. By using miniature figures that also follow this theme we are shown a radical canvas of how you will feel whilst wearing this Created by Wieden+Kennedy who are an independent American advertising agency best known for their work with Nike. Its targeted towards people who will be easily captivated and mesmerized by the detailed ads. This shows as when this came out it became very quickly talked about and popular fro how eccentric it was and people liked it To them it represents how strong the scent is as anything related to it is everywhere To me it shows how by using eye catching ads even if its for how weird it is people will start talking about it which is the goal I think generally speaking. It shows negative vibes as it is so greatly exaggerated and behind it all it still shows the very much ”mans man” type which people will not be focusing in on but still seeing I think it subverts to these stereotypes as again although it isn't the main source of the advert the stereotypical body type is still present