Old Spice Essay

1. Old Spice used classical conditioning in their campaign, Smell Like a Man, Man, to garner attention for their new body wash product. The brand wanted to appeal to young men after being labeled for many years as an old man product. They needed to rebrand and decided to introduce the man-scented body wash. They also realized that women were buying 50% of body washes. The ad campaign wanted to be attractive to both men and women. Their first commercial was shown during the Super Bowl and attracted a lot of attention. They subsequently showed the ad during television shows that couples watched together to further cement their brand as the number one leader of body wash and, thus, Old Spice body wash became the conditioned stimulus. Through encore performances and “The Response Campaign,” Old Spice was able to successfully condition their target market, younger men and the women that do the household shopping for hygienic products.
The actor in this campaign, Isaiah Mustafa, is very attractive and shown shirtless with a toned torso that women desire to be with and men desire to have, and calls himself “the man your man could smell like.” Mustafa is the positive unconditioned stimuli. Because a conventionally attractive and …show more content…
This was one of the first and, to this day, one of the most successful examples of viral marketing by a brand. Old Spice used a data aggregate to find questions about their product on several pre-existing social media websites including Reddit, YouTube, Facebook, and Twitter. Another way Old Spice used new media was to get faster feedback through the comment section of their YouTube page. The instant communication feedback was a way that they could gauge customer satisfaction and the affective