old spice

By: Group ..Alesia Kabutkina, Delphine Dubuis, Morteza Javadinia Azari, Sebastian Knebel, Bettina Maatz, Minnie Silfverberg, Michele Widmer, Juulia Piirainen

1937: invented by Shulton Company (pioneers in mass market fragrances)1990: acquired by P&G 2009: declining market share & increased competition Revitalization strategyEnd consumers: 12- to 34-year-old males (away from “your father’s aftershave” Brand extension: body sticks, body washes, and body sprays in several scents30-second ad at Super Bowl February 7, 2010 (costs > $2.5 million)

History and Facts

Addressing to Women

PowerVirility

Fun - Humor

Self- Mockery

Engagement

Self- Confidence

Unconventional

Freshness Sailor

“Smell Like a man,

man”

“ Smell better than

yourself ”

Attributes and Association

The Slogan Smell is Power

High brand association with the spokesman

Strong Self- Confident

SportyFunny guy

The Mantra

“ We want to help young guys navigate the seas of manhood ”

Appeal and Mantra

Sporty

Functional

Conservative

Sexy

Positioning

Salience Identity: A dream, a man, a shampoo

Performance / ImageryMeaning: Woman’s dream, Man’s rival

Judgments / FeelingResponse: Credibility and Excitement + Fun

ResonanceRelationship: Community feeling

Who are you?

What are you?

What about you?

What about you and me? Brand Equity Pyramid

Attention Interest Desire Action

Communications Objectives

Communication Vehicles

Commercial rises the consumers’ awareness through direct speech at the beginning ”hello ladies”

Increasing interest towards the product; main character , simple, funny

”Everything is possible when your man smells like Old Spice” & ”Smell like a man, man” Customer starts to want the product

ActionDesire

Interest

Awareness

“The Man Your Man Could Smell Like”CampaignAwards 2010

Grand Prix at Cannes Lions International Advertising Festival

Primetime Emmy Award for Outstanding CommercialGrand Effie Award

Effect

76%

11%

9% 4%

Old Spice

AXE

Dove Man -Care

Mitchum, Right Guard, Dial for Men

Share of Online Conversation: Male Body Wash Brands January – March, 2010

Effective ?

Effective !

Effect of unexpectancy in dynamic process

Entertainment Funny Media

For FreeCommunities,

fan pages Free networks Everywhere in real time Negative twist

LOVEMARKSHigh Love High Respect

BRANDSLow Love

High Respect

PRODUCTSLow Love

Low Respect

FADSHigh Love

Low Respect

Beyond the Brand

Click on me !

Thank you for your attention . . .