What can old spice teach us about effective marketing. 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. Old spice team was the decision to advertise in the super bowl. Analysis of an advertisement in people lives, they often see advertisements everywhere. People everywhere are quoting mr old spice and old spice has transformed their image thanks to their integrated marketing approach. Actually, a whole lot as their the man your man could smell like campaign commercial revolutionized their brand and their bottom line.
The old spice commercials unfold preferred reading of marxist hegemony via cultivating consumer culture. The old spice brand was almost extinct until it introduced a strong viral. Sep 15, 20 july 2010 6 months after campaign launch. They all have their target audience for whom the advertisers have. Heres a short summary with some key marketing lessons i will be taking. In order to increase their market share and sales in this highly competitive environment, they needed to create a buzz. Ashley john heather dorn writing 111 february 20, 2011 old spice. The brand declined to reveal the cost of the campaign, which includes three other spots that feature mr. 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. After assessing market trends, they switched their target market to users who are in the 1834 year range. 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.
The same advertising technique is used in both the axe and the old spice companies. Old spice body wash sales had increased 27% from the previous year. Sample outline template for the ad analysis essay you may use this outline template to help you structure your essay. Case study on successful viral marketing of oldspice. 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. 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.
Essay on the influence of advertisement old spice, message. The following case study for old spice was written by sarah rowe, a social media marketing student at ecu. Outline rhetorical analysis on old spice commercial. A brand too strong to stay in its own ad the new york times. Following their recent success, the old spice team members had set a high bar for. Today could be just like the other 364 days you log into twitter, or maybe the old spice man shows up. In the past, old spice was advertising to the older, 4060 year old market. Old spice case study zones of social media marketing. 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. We caught up with a couple of writers behind the old spice campaigns and. Apr 02, 2014 what can old spice teach us about effective marketing. Today could be just like the other 364 days you log into twitter, or.
It has also been a huge hit on youtube with over a billion views. Both old spice campaigns under analysis in this thesis were. 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. 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. It was such a popular format that there is now a whole series of ads featuring the same character. The commercial appeal the audience based on the line of reasoning and shows the inclination and suitable roles of man and woman. Following their recent success, the old spice team members had set a. 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. Why the old spice guy might be the perfect branding campaign. 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. Key factors of a successful digital campaign and key figures. Nearly 600,000 people on facebook gave its ads a thumbsup like it vote. In addition to old spices positioning strategy, they also employed an actor.
The appeal of the old spice man commercials essay 895 words. It first aired in 2010 on the television in the usa and later in australia. How the old spice brand lives online through usergenerated. Like commercial increased old spice sales as much as 106% at one point neff.
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. A great emphasis is put on humor, as it is the main technique of persuasion used in the very commercial. 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. For over 75 years old spice has been a prominent brand as a male hygiene and grooming product. All of the ads created thus far by the company have stayed well within the advertising standards bureaus codes and initiatives. 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. Jul 16, 2010 old spices twitter followers increased more than 1,000 percent. The ways old spice both targeted a plethora of consumers and had the ability to reach those consumers are impressive and intriguing. This strategy will also expand that market share of old spice as it is an original advertisement which is based upon a novel insight. To begin with, you have selected an appropriate text for your marxist analysis. 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.
Old spices newest campaign featuring the handsome, witty and. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. 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. Old spice old spice was original produced by the shulton company in 1934 with its first product introduced in 1937. This is an advertisement for old spice a mens body wash. Why old spice continues to dominate viral marketing.
When old spice do create their advertisements, not much needs to be considered in terms of whether the advertising is appropriate or ethical. These are suggestions, thoughby no means are you required to structure your essay in this manner. 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. Think about old spiceyes theyre advertising their products, but above all theyre entertaining. 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. Kameo keltner before you begin writing the ad analysis essay, you will need to choose one print advertisement to analyze. Students, look at your campaign, now back to me, now back to your campaign, now back to me. Old spices twitter followers increased more than 1,000 percent.
Jul 18, 2010 five months later, wieden posted a simple message on old spice s facebook and twitter page. Old spice body wash sales more than doubled by 125% alltime high for the brand lovemark picturehumorous lookthrough various activities of adcheroes, non usual situations, locations, costumes. 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. Next, search strategy played a key role, as we scooped up super bowlrelated terms like superbowl commercials to. Our support crew can always provide you with any info you inquire and require. Although its first product was a womans fragrance, the brand was mainly dominated by shaving cream and aftershave lotion for men. 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. How did the new campaign fit with this historical strategy. 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. 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.
Whether they are on tv, radio, or in a magazine, there is no way that we can escape them. In the beginning of the commercial, old spice man was shirtless throughout the commercial. Rhetorical analysis outline old spice introduction. The ad assumes that men are using a body wash not manufactured by old spice. Therefore, before building the credibility of old spice body wash, they need to attack the ethos of other brands. Five months later, wieden posted a simple message on old spices facebook and twitter page. It all began in 2003 when old spice came out with a new body wash and met with a cutthroat competition. 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. Instead, use this lecture as an example of the process you should follow when analyzing the ad that you do choose. You may find the task of analyzing an ad less intimidating, though. Old spice has struck a perfect balance of content and advertising, but the fact of the matter is, other companies can, too. Advertising gender norms marketing old spice super bowl.
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. The first is the way they marketed to their new target audience. 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. Oct 03, 2014 rhetorical analysis outline old spice. 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.
Given the brands 70 years of heritage, old spice was concerned with the ability to win the hearts and wallets of young men. 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. Repeating success in the face of competitive threat. 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. This advertisement comes from an issue of cosmopolitan magazine. The campaign is also commonly referred to as the man your man could smell like, being the title of the campaigns initial 30second commercial. As you flip through various magazines andor newspapers, you will see a variety of ads that appeal to a wide range of audiences. Old spice the man your man could smell like on the wendy williams show duration. Jan 26, 2012 the ad assumes that men are using a body wash not manufactured by old spice. Old spice scent commercials rhetoric and pop culture. 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. 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. This particular imc campaign heavily integrated advertising with content and social media marketing. Marketing campaign success old spice transformation.
Old spice antiperspirant, deodorant, body wash, hair and beard care. Introduction you may want to use a technique that is discussed in the chapter from introductions to. Analysis of an advertisement on advertising 1073 words 5 pages. Repeating success in the face of competitive threat in. 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 vs axe 1 old spice versus axe hanover college. We make a ton of great things designed for men, loved by everyone. 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. Old spice is a worldrenowned deodorant and body wash brand nowadays however this was not always the case. The ad is intended to be funny which involves the audience and makes it memorable. Marketing campaign success old spice transformation marketing. Foam cowboy, isaiah mustafa, in an old spice advertisement. The following five videos were chosen for analysis.
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