Man 'wearing a beach', his facial expression is smug
The beach is relevant because the brand is called Bahamas
Man has a volcano on his head because he is 'hot-headed'
1942 advert was first advertised to be brought as a fathers day gift
1953 advert was advertised to be brought by men only
Later on adverts were presented to make it seem more attractive, bringing in women to the main images
History-
- 1934 founded by William Lightfoot Schultz
- 1937 introduced for women
- 1938 introduced for men
- June 1990 Procter and Gamble acquired old spice
- 2012 they changed the logo from the traditional ship to a yacht, targeting changed to young demographic
60% of men's body washes were purchased by women, so they needed to attract female shoppers.
Many products on the market lacked masculine credibility so old spice could work on the idea of smelling like a man.
- Target audience - 12-34 year old men
- "the man your man could smell like" first appeared on YouTube and Facebook a few days before the super bowl, instead of spending a lot more money on the super bowl
- They launched the product the last day of the super bowl
- the product went quite viral, making people want to buy it after the big game
- Adverts would be shown in things which both sexes watch together, e.g. Olympics and cinema films. They also got gave BOGO's (buy one get one free)
At the time it got 10 millions views on YouTube and 55000 fans on Facebook
How was old spice traditionally advertised?
An advertising campaign developed in 2010 which became very popular and went viral after the first advertisement, which was titled 'the man your man could smell like'.
What are the similarities/differences (old and new ads)?
The old adverts are very masculine based. They are very stereotypical to the normal fragrance adverts whereas the newer ones are more comical.
How did the new campaign fit with this historical strategy?
It fits because it promotes men being men, the older adverts are for the men aroud fathers day but the newer adverts are going through women to see if they think men are still the men they should be.
Which products/companies were the main competitors and in what ways?
What techniques are employed in:
The TV commmercials/The print ads/The social media campaign -
Dove would be a vocal competitor, due to the placement and timing during the super bowl
Dove would be a vocal competitor, due to the placement and timing during the super bowl
What social and cultural issues are raised by the campaign?
A social problem is the adverts could make men feel insecure because of the stereotype and expectation shown through the advert as to what men should be like.
Who is the actor (Isaisah Mustafa) is this campaign? Why was he chosen?
He is an american actor and footballer. He was chosen because he fits the expectation and stereotype of how a 'man' should be seen.
He is an american actor and footballer. He was chosen because he fits the expectation and stereotype of how a 'man' should be seen.
