1. Old Spice is the classic men’s grooming brand. It has existed for 75 years as an American product. Old Spice is the expert on the male grooming experience and has leveraged this legacy to become the number one selling antiperspirant/deodorant stick and body wash brand in the world. Old Spice brings authenticity, performance and self-confidence to male grooming and offers a wide range of products for the everyday man. Old Spice deodorant is recognized and positioned based on price, quality, innovation, product attributes, and image. In February 2010, Proctor & Gamble the makers of Old Spice, launched “The Man Your Man Could Smell Like” campaign with an online commercial starring former NFL player Isaiah Mustafa. This exceptional advertising
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A.) Old Spice wanted their campaign to appeal towards a new target audience, instead of the ‘grandfathers’. In terms of demographics Procter & Gamble chose to focus on age. They targeted young men between the ages 18 to 24. They also framed their message to both men and women. The company realized that women are important in the trial and acceptance of men’s grooming products. A study done by Wieden + Kennedy the producers of the commercial, found that 60% of men’s grooming products are actually purchased by women. The message media used was mass media. Using mostly TV commercials with the combination of social media, Old Spice is one of the first brands to use social media so extensively and efficiently. They were able to hold the attention of the audience through humor and engaging messages. In terms of the audience’s values Old spice understood that men have a need not only to smell good, but also do so in a sophisticated masculine way. The Old Spice brand is centered on fun, self-confidence and attractiveness. These values are portrayed by the humor and sex appeal that the advertisement expresses. Also by showing these values the company instills belief in their audience that their products replicate those
A.) Old Spice wanted their campaign to appeal towards a new target audience, instead of the ‘grandfathers’. In terms of demographics Procter & Gamble chose to focus on age. They targeted young men between the ages 18 to 24. They also framed their message to both men and women. The company realized that women are important in the trial and acceptance of men’s grooming products. A study done by Wieden + Kennedy the producers of the commercial, found that 60% of men’s grooming products are actually purchased by women. The message media used was mass media. Using mostly TV commercials with the combination of social media, Old Spice is one of the first brands to use social media so extensively and efficiently. They were able to hold the attention of the audience through humor and engaging messages. In terms of the audience’s values Old spice understood that men have a need not only to smell good, but also do so in a sophisticated masculine way. The Old Spice brand is centered on fun, self-confidence and attractiveness. These values are portrayed by the humor and sex appeal that the advertisement expresses. Also by showing these values the company instills belief in their audience that their products replicate those