Need a way to change the way consumers view your product? Looking at successful marketing campaigns of the past is a great place to start. One in particular to model is Old Spice. Prior to their 2010 Super Bowl commercial, Old Spice had been known as a company that sells deodorant and body wash to your grandfather. This was mainly due to the way they marketed their product. After realizing the need to increase market share, Old Spice launched a marketing campaign in 2010 directed towards the younger generation and the response was tremendous. Old Spice showed an attractive man telling the female audience that their man could smell like him if he uses Old Spice. Within 30 days of the launch of the campaign, Old Spice saw over 40 million views on YouTube, and a 107% increase in body wash sales.
The 'Old Spice' vintage adverts.
An 'Old Spice' vintage television advert.
1970's Old Spice advert.
You are being asked to study the following advertising campaign for your exam with the focus being on the poster form of the following television advert.
The Old Spice ‘Smell Like A Man’ campaign poster
from 2010 was a transformative mass market
campaign for the aftershave brand. Prior to 2010 the
Old Spice brand was associated with a much older,
more mature male audience. This poster was part of
a campaign that sought to reposition the brand and
make it more accessible to younger audiences.
Task 1: Create a new blog post called Advertising: Old Spice Analysis.
Take the 'Old Spice' image from the Advertisements post and begin to analyse the poster with the following questions in mind.
- Who does the advertisement appeal to? How do you know this?
- What parts of the poster contribute to engaging that audience?
- How is the product featured in the advertisement?
- How do all the parts of the poster campaign work together to sell their product?
- How is the product represented by the makers of the advertisement?