When Charles Darwin published his work on natural selection, he suggested how absolutely important the ability to adapt is in the natural world. However, the concepts of adaptation and evolution apply to more than survival of the fittest in the natural world and, in fact, hold true in business as well. Founded in the 1930s, the Old Spice company produces hygiene products for men and women, with their original focus being on shaving soap and aftershave lotion (“History of Old Spice,” n.d.). An early part of the company trademark that continues to this day is a nautical theme centered around images of a three-masted sailing ship. With the brand gaining rapid popularity during World War II as a result of their aftershaves being included GI toiletry
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Two of the three banner images link to the social media platforms, Instagram and Facebook. Instagram is playfully referred to as a host of square-shaped digital photographs, referencing the image-sharing site as if from a grandfather’s perspective. This, of course, supports the vintage voice and sensibilities exuded by the brand. At the bottom of every site page are icons linking to the five primary social presences of Old Spice, Facebook, Twitter, Instagram, YouTube, and Tumblr. By following the links to each of these pages, one can plainly see that they are each very active and full of humorous, informative, and coordinated content. By utilizing social media, Old Spice employs a free platform with which to both promote its products via static advertising (videos, photos, etc…), and engage customers by answering queries, hosting contests, initiating conversations and even telling jokes. Each of these things shapes the brand, that is, how the public perceives the company, and is part of the positioning strategy P&G use to effectively market Old Spice …show more content…
This company may be known best by their famous viral video campaigns featuring “Old Spice Guys,” Terry Crews and Isaiah Mustafa Kennedy (“Legendary old spice”, 2015). These humorous and ridiculous ads are much more than stale, traditional, television commercials, and rack up millions of views on YouTube (Old Spice YouTube, n.d.). While the first commercials stared Mustafa alone as a quintessential renaissance man, directly pandering to women who want their man to smell better and demonstrate more romantic behavior, Old Spice later expanded their brand appeal to different target markets by involving muscly hunk, Crews, to directly speak to a more masculine demographic. Crews rejects Mustafa’s horse-riding, diamond offering, hot-tub enjoying ways in favor of screaming nonsensical accolades of stereotypically manly concepts. Old Spice hosts these videos first on YouTube before promoting them on each of their other social media platforms where they can be tweeted, shared, commented on, and freely distributed by fans of the brand. These admirers can engage with the digital content in a variety of ways. Even other public personalities become involved! Ellen DeGeneres of talk show acclaim started responding to Twitter posts by Old Spice actor,
Two of the three banner images link to the social media platforms, Instagram and Facebook. Instagram is playfully referred to as a host of square-shaped digital photographs, referencing the image-sharing site as if from a grandfather’s perspective. This, of course, supports the vintage voice and sensibilities exuded by the brand. At the bottom of every site page are icons linking to the five primary social presences of Old Spice, Facebook, Twitter, Instagram, YouTube, and Tumblr. By following the links to each of these pages, one can plainly see that they are each very active and full of humorous, informative, and coordinated content. By utilizing social media, Old Spice employs a free platform with which to both promote its products via static advertising (videos, photos, etc…), and engage customers by answering queries, hosting contests, initiating conversations and even telling jokes. Each of these things shapes the brand, that is, how the public perceives the company, and is part of the positioning strategy P&G use to effectively market Old Spice …show more content…
This company may be known best by their famous viral video campaigns featuring “Old Spice Guys,” Terry Crews and Isaiah Mustafa Kennedy (“Legendary old spice”, 2015). These humorous and ridiculous ads are much more than stale, traditional, television commercials, and rack up millions of views on YouTube (Old Spice YouTube, n.d.). While the first commercials stared Mustafa alone as a quintessential renaissance man, directly pandering to women who want their man to smell better and demonstrate more romantic behavior, Old Spice later expanded their brand appeal to different target markets by involving muscly hunk, Crews, to directly speak to a more masculine demographic. Crews rejects Mustafa’s horse-riding, diamond offering, hot-tub enjoying ways in favor of screaming nonsensical accolades of stereotypically manly concepts. Old Spice hosts these videos first on YouTube before promoting them on each of their other social media platforms where they can be tweeted, shared, commented on, and freely distributed by fans of the brand. These admirers can engage with the digital content in a variety of ways. Even other public personalities become involved! Ellen DeGeneres of talk show acclaim started responding to Twitter posts by Old Spice actor,