After the flood of responses came in, Old Spice decided to interact with their fans in the form of questions for the Old Spice man. Instead, they should have introduced a female, equally original and humorous profile, immediately following the first campaign to capture the remaining male segment. One way that Old Spice achieved this is by using a mix of marketing appeals that the younger generation responds well to. Market Segmentation The market for health and beauty products with males has been s has been segmented in quite a few ways. There are several aspects of branding: corporations can create identities and personalities to create a face for their product, they must distinguish themselves from other similar products, and branding helps consumers make decisions about future purchases by creating brand loyalty Leiss et al.
Men want to get the women. The products that Old Spice makes are antiperspirant, deodorant, body wash, body spray, bar soap, shaving gel and fragrance, all of which fall under the category of health and self-grooming. The advertising world has already marred so much of the image of women that the occasional positive ad is refreshing to say the least. Many methods are used to lure the audience being targeting to purchase a product. Do you look and smell good enough for your woman? Along with skillfully targeting through consumer insights, consistent messages through all channels and a talented creative team, the campaign excelled by quickly recognizing social media as their crucial success factor. December 11, 2012 Comp I Advertisement Analysis Advertisements come in various shapes, sizes, and mediums, and as humans, we are constantly surrounded by them. .
The campaign has now scooped over 100 awards globally — including an Emmy — and continues to grow in notoriety. Advertisements, likewise, cannot be escaped. The interesting thing to note, however, is that the ad campaign in itself puts forth all of these ideals for a product that cannot be consumed publicly. The first major way the market has been segmented is due to behavioural segmentation. In other words, consumer interaction. Business Week Magazine: Old Spice's Extreme Makeover.
In other words, they promote an ideal of what the perfect man should be. However, the use of Isaiah Mustafa as the face of the commercial leads people into thinking that by using Old Spice, you can look just as good and act just as smooth as Isaiah does. Old Spice showed an attractive man telling the female audience that their man could smell like him if he uses Old Spice. The Old Spice man, Mustafa, does everything better than you do and will give your woman more than you can give her. It is all about how the women will gain, leading to an appeal from the women due to self-benefits and perks. But as well as this, the campaign will also aim to continue to create and generate hype for Old Spice products. Even the name lent to the non-trendy brand.
Nevertheless, the earned media was substantial. This is obviously the same case with most beauty and health products, as they generally feed off of peoples insecurities about how they physically look. They recycle their actors, and use social media so that it spreads naturally through word of mouth. Significance The importance of this campaign is in setting trends in the use of social media to involve audience aiding repositioning the brand from a fatherly and old product to a dashing, funny and handsome experience whom people like to be associated with. FritoLays is among the many brands that have asked consumers through social media what flavor they should introduce.
It has a very sophisticated look Keitel. He then proceeds throughout the whole ad with more funny lines, whilst never breaking eye contact, which further engages the audience. Reaching out to them over the Internet with the message of being a man, stepping out from boyhood and into manhood, helped capture its target audience and made the campaign that much more successful. Perhaps this is why Wieden+Kennedy decided to not focus on the actual product versus creating an identity for the brand. The target market for this product is easily seen towards men however the visual aspects in the ad targets the female audience hoping to persuade them to get it for their man.
One of the key consumer insights for health and beauty products is the idea that using these products will make us more attractive. The Original ships that were used were Grand Turk and Friendship. What Can Old Spice Teach Us About Effective Marketing? One of the main aspects the producer uses to attract the consumer is the need for attention. Try to craft one brief sentence that describes all you want to accomplish video. Radiating like a glowing god against the backdrop of the faded, muted colored bathroom, the Old Spice Man, ready to any second drop his towel and jump into the running steaming hot shower, encompasses the image behind the motive of sex appeal.
Their Youtube Campaign made it so that their followers multiplied drastically. In 1993, for example, the Old Spice High Endurance deodorant was introduced. This would directly impact the target market, as men of all ages but mainly men in their mid-twenties and higher who do go out and do their own shopping will have a firsthand experience of just how good Old Spice really is. Gunter 207 Especially women may not like a commercial if the sexual content is too strong. W+K had the male model in the video on standby against a green screen to record instant, polished responses to tweets and Facebook comments. The Old Spice man quickly jumps from the bathroom to a large boat on a beautiful night, the location that many women might deem as fancifully romantic.
According to the website She-conomy, women account for 85% of all consumer purchases — especially purchases made because of a certain brand. There is an ironic, sarcastic, somewhat inside joke-like understanding that is communicated in the ads. This therefore provides old spice with a better idea of where their traffic is being generated from. Its idealistic stance means the brand suddenly became alluring to both young and old alike in a unisex way. Guys would meet up, get a few instructions and then film their personal 6-second take on an Old Spice product. The man's legs have paused and is facing the store window on the right, which has a curvy female mannequin dressed in red lingerie in it.