Old Spice Advertisment
Face - good looking, smug, confident, humour shown
Beach - calm, relaxed, happy, leisure scene, bahamas, luxurious
He feels like he is on holiday
= sand is on his body covering
= like aftershave/perfume
Volcano - hot headed, hot, fierce
Text - the company doesn't take themselves seriously, humourous - compares themselves to other brands
Advert - 1953, 1941, 1945 - doesn't use as much text as lucozade does
1934 founded William Lightfoot Schultz
1937 introduced women
1938 introduced men
1990 June Procter and Gamble acquired Old Spice
2012 Iconic Ship logo replaced with a yacht, brighter red - which targets younger people
Old Spice were losing market share, was seen as updated and old for men
- There was direct competition 2010 Super-bowl
- Research showed 60% of buyers bought men's wash, so Old Spice needed to attract female shoppers.
- Products in market lacked masculine credibility
- Old Spice had to make something men would want
Media Strategy:
Target audience is 12-34 men and their women's shoppers
Used Youtube and Facebook to make awareness: Youtube has 10 million views, Facebook has 55,000 fans, Google - traffic increased 9 times from previous year
Launching product
Engage both sexes
Spoofs = humour, reminds customers of the products
Male representation = masculine, the expectation of a man in today's society
Masculinity = in commercial was a key factor in the campaigns success
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