Old spices twitter followers increased more than 1,000 percent. Old spices newest campaign featuring the handsome, witty and. If you think that the commercial itself was clever enough, you are actually not all that wrong, but what was it about the commercial that make it great. Nearly 600,000 people on facebook gave its ads a thumbsup like it vote. We make a ton of great things designed for men, loved by everyone.
The first part of the essay will explain about the brand old spice and the stiff competition it faced which resulted in old spice having to change. The appeal of the old spice man commercials essay 895 words. Old spices campaign set the bar for the kind of social media campaigns that can be launched, and since then several brands, such as cisco, have unsuccessfully tried to imitate the campaign. This is an advertisement for old spice a mens body wash. The man you could smell like look at your man, now back to me is said at the opening of the commercial, as it sets a comical tone for the advertisement and draws the viewers interest. Following their recent success, the old spice team members had set a. Case study on successful viral marketing of oldspice.
The ways old spice both targeted a plethora of consumers and had the ability to reach those consumers are impressive and intriguing. It has also been a huge hit on youtube with over a billion views. Old spice ad analysis december 11, 2012 comp i advertisement analysis advertisements come in various shapes, sizes, and mediums, and as humans, we are constantly surrounded by them. Although its first product was a womans fragrance, the brand was mainly dominated by shaving cream and aftershave lotion for men. Why the old spice guy might be the perfect branding campaign. Jul 16, 2010 old spices twitter followers increased more than 1,000 percent.
Instead, use this lecture as an example of the process you should follow when analyzing the ad that you do choose. Whether they are on tv, radio, or in a magazine, there is no way that we can escape them. To begin with, you have selected an appropriate text for your marxist analysis. The campaign is also commonly referred to as the man your man could smell like, being the title of the campaigns initial 30second commercial. Although, the old spice ads intent is subtler compared to the axe ad, it still is uses propagandistic advertising techniques towards women and men to promote them switching to the best smelling deodorant named old spice. Kameo keltner before you begin writing the ad analysis essay, you will need to choose one print advertisement to analyze. Some people think that ads can help them know the new products faster, and also they will provide more information about the new products for audiences. The commercial that is the subject of this work is old spices the man your man could smell like 33 second long video, which increased old spice sales as much as 106% at one point. In spite of the fact that this public relation advertising effort does not concentrate on the particular or practical advantages of old spice items, it has attracted a huge number of purchasers in an era that earlier ordered old spice as an item for their. The commercial appeal the audience based on the line of reasoning and shows the inclination and suitable roles of man and woman. Like commercial increased old spice sales as much as 106% at one point neff. Actually, a whole lot as their the man your man could smell like campaign commercial revolutionized their brand and their bottom line.
How did the new campaign fit with this historical strategy. What can old spice teach us about effective marketing. Old spice has struck a perfect balance of content and advertising, but the fact of the matter is, other companies can, too. Our support crew can always provide you with any info you inquire and require. The brand declined to reveal the cost of the campaign, which includes three other spots that feature mr. It all began in 2003 when old spice came out with a new body wash and met with a cutthroat competition.
Marketing campaign success old spice transformation. The same advertising technique is used in both the axe and the old spice companies. The first commercial, the man your man could smell like, was an overnight success and quickly became a cultural phenomenon, generating significant wordofmouth buzz online and offline. Five months later, wieden posted a simple message on old spices facebook and twitter page. Old spice case study zones of social media marketing. Ashley john heather dorn writing 111 february 20, 2011 old spice. They all have their target audience for whom the advertisers have. Oct 03, 2014 rhetorical analysis outline old spice. Strengths recognized brand established target market variety of product fragrances memorable promotional activities strong brand image masculine, classic affordable pricing strong distribution channel successful use of social media especially youtube weaknesses very youthful image competitors axe, larger product line deodorantsbody washes availability of cheaper. It was such a popular format that there is now a whole series of ads featuring the same character.
Old spice team was the decision to advertise in the super bowl. Essay on the influence of advertisement old spice, message. Today could be just like the other 364 days you log into twitter, or maybe the old spice man shows up. Old spices newest campaign featuring the handsome, witty and chiselchested old spice guy former nfl wide receiver isaiah mustafa launched just prior to the 2010 superbowl and quickly became a viral video sensation. Essay on the influence of advertisement its a wellknown fact that advertising plays a huge role in marketing and getting consumers to purchase a companys product. Marketing manhood in a postfeminist age kristen barber. For over 75 years old spice has been a prominent brand as a male hygiene and grooming product. The ad assumes that men are using a body wash not manufactured by old spice. The old spice brand was almost extinct until it introduced a strong viral. And, according to advertising age, the old spice commercials received more than 7 million online views this week alone and that does not include the viral vignettes were talking about here. A brand too strong to stay in its own ad the new york times.
Sample outline template for the ad analysis essay you may use this outline template to help you structure your essay. When old spice do create their advertisements, not much needs to be considered in terms of whether the advertising is appropriate or ethical. Rhetorical analysis outline old spice introduction. Using mostly tv commercials with the integration social media, old spice was one of the first brands to use social media so extensively and efficiently. Apr 02, 2014 what can old spice teach us about effective marketing. This recommendation caters to a growing trend as 58% of. Next, search strategy played a key role, as we scooped up super bowlrelated terms like superbowl commercials to. Old spice old spice was original produced by the shulton company in 1934 with its first product introduced in 1937.
May 21, 2014 strengths recognized brand established target market variety of product fragrances memorable promotional activities strong brand image masculine, classic affordable pricing strong distribution channel successful use of social media especially youtube weaknesses very youthful image competitors axe, larger product line deodorantsbody washes availability of cheaper substitutes old. This strategy will also expand that market share of old spice as it is an original advertisement which is based upon a novel insight. Following their recent success, the old spice team members had set a high bar for. Old spice body wash sales had increased 27% from the previous year.
After assessing market trends, they switched their target market to users who are in the 1834 year range. Jan 26, 2012 the ad assumes that men are using a body wash not manufactured by old spice. This essay aims to analyse the 2010 old spice campaign which began with the release of the man your man could smell like commercial and finishing with the interactive response campaign. The following case study for old spice was written by sarah rowe, a social media marketing student at ecu. 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. In the past, old spice was advertising to the older, 4060 year old market. They do this by claiming that any body wash not produced by old spice will make a man smell like a lady and only old spice has the ability to do remedy this. Analysis of an advertisement in people lives, they often see advertisements everywhere. Both old spice campaigns under analysis in this thesis were. All of the ads created thus far by the company have stayed well within the advertising standards bureaus codes and initiatives.
Old spice the man your man could smell like on the wendy williams show duration. Students, look at your campaign, now back to me, now back to your campaign, now back to me. You may find the task of analyzing an ad less intimidating, though. Repeating success in the face of competitive threat. Old spice march 7, 20 5 comments in roi, social business, social media for business, social media marketing, social media strategies by corey padveen social media turned the old spice brand into a personality with which people were eager to engage. The following five videos were chosen for analysis. As you flip through various magazines andor newspapers, you will see a variety of ads that appeal to a wide range of audiences. Think about old spiceyes theyre advertising their products, but above all theyre entertaining. It first aired in 2010 on the television in the usa and later in australia.
Either smoothly stated by a handsome man approaching in a bar or tauntingly shouted out of the window of a speeding car full of teenage guys, this common statement, whether out of enchantment or disgust, immediately grabs the attention of many women. Key factors of a successful digital campaign and key figures. In addition to old spices positioning strategy, they also employed an actor. Introduction you may want to use a technique that is discussed in the chapter from introductions to.
In order to increase their market share and sales in this highly competitive environment, they needed to create a buzz. Fueled by a new scentinspired product lineup, renewed interest in male grooming and a breakthrough advertising campaign, old spice is now the leading male body wash and deodorant brand in the united states. Today could be just like the other 364 days you log into twitter, or. Repeating success in the face of competitive threat in. We caught up with a couple of writers behind the old spice campaigns and. Use of humor and satire mustafa interacts with the audience in a humorous way by having them play along in the acting of the commercial and by having them behave a certain way. Old spice ad analysis essay old spice ad analysis, curriculum vitae padro lattes do cnpq, is 250 words long enough for a college essay, what is going on in the world essays. Marketing campaign success old spice transformation marketing. These are suggestions, thoughby no means are you required to structure your essay in this manner. Therefore, before building the credibility of old spice body wash, they need to attack the ethos of other brands. The old spice commercials unfold preferred reading of marxist hegemony via cultivating consumer culture. Old spices newest campaign featuring the handsome, witty and chiselchested old spice guy former nfl wide receiver isaiah mustafa launched just prior to the 2010 superbowl and. Recently, it has also been at the forefront of creative and persuasive advertisement techniques to get not only a male audience to buy their product, but even a female audience to buy products.
Heres a short summary with some key marketing lessons i will be taking. How the old spice brand lives online through usergenerated. Foam cowboy, isaiah mustafa, in an old spice advertisement. This particular imc campaign heavily integrated advertising with content and social media marketing. To start building buzz with old spices fans, the man your man could smell like first appeared on youtube and facebook a few days before the big game. In this old spice ad the intention was to obviously to increase their sales by engaging a wider audience, which they did by targeting women. Jul 18, 2010 five months later, wieden posted a simple message on old spice s facebook and twitter page. Next, search strategy played a key role, as we scooped up super bowlrelated terms like superbowl commercials to help drive traffic over super bowl weekend. In the beginning of the commercial, old spice man was shirtless throughout the commercial.
Due to market trends and the need for old spice to remain youthful, it is also recommended that old spice place advertising emphasis on showtime body wash. Old spice is a worldrenowned deodorant and body wash brand nowadays however this was not always the case. Advertising gender norms marketing old spice super bowl. Old spice antiperspirant, deodorant, body wash, hair and beard care. Old spice scent commercials rhetoric and pop culture. As such, both old spice campaigns serve as an apt cultural guide on what it. Sep 15, 20 july 2010 6 months after campaign launch. Outline rhetorical analysis on old spice commercial. The first is the way they marketed to their new target audience. A great emphasis is put on humor, as it is the main technique of persuasion used in the very commercial. People everywhere are quoting mr old spice and old spice has transformed their image thanks to their integrated marketing approach.
Old spice responses obamas victory speech bush dodges shoes susan boyle 0 1,000,000 2,000,000 3,000,000 4,000,000. Old spice showed an attractive man telling the female audience that their man could smell like him if he uses old spice. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. This advertisement comes from an issue of cosmopolitan magazine. Old spice vs axe 1 old spice versus axe hanover college. Old spice stayed true to the masculine identity they had always projected buy still managed to attract a new and young audience. Why old spice continues to dominate viral marketing. Given the brands 70 years of heritage, old spice was concerned with the ability to win the hearts and wallets of young men.
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