Brand Relationships Behavioral loyalty Till 2002, Old Spice used to rule the roost with its unparalleled offering of aftershaves, colognes and deodorants. A description of visual description of this ad that make it appeal to there customers. The campaign was carefully targeted to environments and channels where couples where likely to watch the advertisement together. Half of the battle is creating the effective advertisement but maybe the most challenging step is the way you get people to remember it. Through having so many different entry points across media platforms, it provided different entry points for different audience segments. Social media is a great platform to respond to questions, build on previous successes, and keep the intended brand image fresh in the minds of the consumers.
Taking into consideration other ads of similar products, many of them focus on using expensive special effects, awkward voiceovers to a clip of a man looking at himself in the mirror, or elements of that nature. The purpose of the article is to persuade the audience into buying the product. Therefore, the brand loyalty of Old Spice with the aged people remained high. Nowadays the thirty-minute block for a television show is about 15 minutes worth of advertisements and 15 minutes of the actual show. In our society, an extremely smart and effective way of selling a product designed for men is to appeal to women.
The producers of advertisements have many tactics and strategies they use when producing an ad to get consumers to buy their product. The number of customers can be increased by converting customers from competing brands, developing loyalty to the brand among current customers, or expanding the total market for the product class. Brand substitutability There are no brand substitutes for the category. Instead, they chose to create a personality that the audience would like and want to associate with. The objectives of the campaign were to steal the show, drive the business, spark conversations between men and women and finally, to keep the campaign active Effie Awards, 2011 and Cabrer, 2012. Their target is young guys between the ages of 12 to 34. The response videos even attracted publicity from celebrity involvement, such as requests from Ellen Degeneres, Alyssa Milano, Rose McGowan, Huffington Post, etc.
The commercial is crafty in its approach as it shows that women will be benefiting from their man using the product. This is one of the main reasons why Old Spice has chosen to develop a strong social media marketing strategy. Perhaps this is what makes this Old Spice campaign so complex and effective. The ad obviously has Isaiah walking around acting manly and looking attractive, while he is also talking about what it means to act like a man, look like a man and smell like a man. Then look back at him. Old spice can engage younger male segment to their product line through product experimentation in high school and other sporting events. I suggested it to be this age group because the things in the ad such as the yacht, the diamonds, the horse and tickets to the expensive plays are all things only couples in established careers and are earning good money can afford and desire.
People, both men and women, stop what they are doing and watch. They recycle their actors, and use social media so that it spreads naturally through word of mouth. Youtube Case Study: Old Spice. Men are stimulated by the immediate physical sexuality in the ads, whereas women seem to be more stimulated by the sexuality for the romantic aspect of it. The Movember movement encourages men to grow a moustache for the 30-days of November and raise vital funds to combat prostate and testicular cancer and mental health challenges.
Country Report: Men's Grooming in Australia. The campaign effectively engaged its consumers through successfully blending ingredients from the three marketing media; paid, owned and earned in order to reach their target audience. The campaign also utilized personification in giving their corporation the face of Isaiah Mustafa. Old spice need to extend its market more globally. People, both men and women, stop what they are doing and watch.
Ad News: Australia the 'manliest nation' as Old Spice guy jets in. Pizza Express overhauled its brand identity this month, as part of the biggest brand refresh in its 48-year history. The Uni-Spice: The importance of women in the rejuvenation of Old Spice was evident in the Old Spice commercials. TheOldSpice advertisements capture men by reaching out to the needs of women, giving the ideal image of what a man should be and how he should smell, and by creating a sexual theme that attracts attention. The Old Spice man, Mustafa, does everything better than you do and will give your woman more than you can give her.
This tone definitely reflects the brands personality as this is the same feel and brand image of all their previous advertisements. The campaign has also been making use of Facebook, encouraging users to pose questions, and posting the video responses on its official Facebook page. A popular product that is marketed this way is Axe body spray. The campaign would give Old Spice an opportunity to both expand their product line and reserve a larger market share. In 2010, Old Spice took the world by storm and created an unparalleled media campaign that was able to both revitalise and refresh the brand.
In 1993, for example, the Old Spice High Endurance deodorant was introduced. With the good-looking, confident and humorous Mustafa on board, Old Spice with the help of W+K filmed their first new commercial in early 2010, hoping to create the new campaign in time for the 2010 Superbowl. Old Spice had become an icon associated with old men. After the flood of responses came in, Old Spice decided to interact with their fans in the form of questions for the Old Spice man. One in particular to model is Old Spice. Old Spice is a prime example of how an advertising campaign can change or make a company.
It makes a lot of sense that this is the major audience Old Spice is targeting because self-image is always and has always been important to the adolescents and young adults. Numerous extensions of the Old Spice brand name as well as additional sub-brand names were accomplished in the process. Brand equity values vary according to opportunities and risks that are perceived and understood by managers, especially the value that brands hold in being able to increase demand. The winner would become the official Old Spice Girl and be featured in their next commercial. With this comparison, the ad is trying to get the women watching to notice that the man sitting next to them is most likely not the muscular, good-looking Old Spice Man in the ad. The desired result is achieved, because of the sexual nature of the ad, a fit and good-looking man talking directly to women in a seductive voice and in a romantic location. He can be reached at 201-530-5360.