old spice
TRANSCRIPT
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
Thank you for your attention . . .