THE OLD SPICE CAMPAIGN 2010 By Zoe and

THE OLD SPICE CAMPAIGN 2010 By Zoe and Jemima

The Product Context • Old Spice First Launched in June 19 th, 1937 • It was first targeted to women in 1937, however, overtime the men's products found more success so they began focusing on those. • Their target audience is men from ages 18 -34, and women with boyfriends or husbands or children within that age range. • Old Spice offers shaving cream, aftershave, deodorant, body wash, and body spray. • It is known for its sailing theme and red product packaging. • It was the #1 most viewed sponsored channel on You. Tube, having 236 million views, 80, 000 twitter followers in 2 days and their Facebook interaction increased to 800% with personalised videos. • Sales figures increased by 107%

Previous Advertisements from Old Spice Seen as a positive gift to give a man. ‘Hobby’ suggests men enjoy using it. The ads lacked colour, due to the time period and lack of accessibility, however, the ads always included pictures to attract. No celebrities used, just examples of the products, In the Old Spice range.

Recent Advertisements from Old Spice try to bring out the importance of a man in their ads, who looks well and also smells well. They get creative to draw attention to the ads to make their products well known.

Brand Identity • 2010 was the peak of Old Spice’s success, this was also when the first i. Pad was introduced from Apple, they were selling 3 million of the tablets in less than 3 months after its release. • The ad was also released around the time of the super bowl, and used celebrities within the ad. It was one of the most talked about commercials and helped to ignite Old Spice sales during a period of intense competitive activity.

Associated products and competitors • 1. Axe, is a brand of male grooming products owned by the Unilever and marketed towards the young demographic. • 2. Right Guard, is a brand of deodorant and shower gel for men. It is manufactured by Henkel. • Gillette, is a brand of men’s and women’s safety razors and other personal care products including shaving supplies, owned by Proctor and Gamble.

Associated news stories Complaints and news stories damaged the brand as customers alleged that it burnt skin.

Isaiah Mustafa The ad was published the night of the super bowl on the 7 th February 2010. Isaiah Mustafa appears in the ad, he is very significant as he was also playing in the game. This made Old Spice popular as the super bowl was very known at this time, as was Old Spice as it featured Isaiah. A black man being used was also very significant as at the time, America was very prejudice towards African Americans. This increased the attention to the advert.

Achievements In the first day alone the campaign generated 5. 9 million You. Tube views more than Obama’s victory speech had accomplished in its first 24 hours. On day two, Old Spice You. Tube channel possessed 8/11 most popular videos on the web at that time. By day three, views had got 20 million. Then just in a week it doubled to 40 million. Old Spice still remains the number one brand channel on You. Tube today.

Where was it advertised? The ad was advertised worldwide as it went viral, it was shown on huge billboards, and all over TV. The adverts were both print and digital meaning that everybody would have seen it. Billboards of the ad were usually plastered up by sportsground to target their audience that would be highly likely attending these events.

Typography – The style of text font is shown to be very sophisticated emphasising the world old. Which also is a reference to their target market. It defines the product as being an exclusive product. Logo – It does appeal to their audience , as it is very clear and concise, meaning it is easily memorable to their target market. The logo is used to “convey the meaning intended and avoid tarnishing or misrepresenting the intended image. ”

Elements to analyse • The original ships used on the packaging were the Grand Turk and the Friendship. Other ships used on Old Spice packaging include the Wesley, Salem, Birmingham and Hamilton. • Old Spice chose to use a direct gaze as a camera shot for their ads, this drew audience in and made them read the ad and then buy the products. The lighting used was soft to make the ad seem ‘happy’ and more attractive, as no flaws were shown.

Representation In the advertisement, for Old Spice the celebrity endorsement of Isaiah Mustafa is representing the old spice products. It is constructed to enforce the Bahamas scent, through the tropical background, which give a positive represnetation. The representation is targeting males, given that the scent is for men.