This ad almost shouts out the ideas that if you use the product you can look, smell, and be exactly like the man you see on your television. As a result, they have segmented their product portfolio according to the taste and preferences of the consumers. The Takeaways from the campaign Old Spice, for the first time, had decided to market to a younger generation. With a panel of over 4. Apart from compositions mentioned above, aftershaves also contain moisturizer and cooling ingredient. The company decided they would try to create excitement among younger target groups, and seek to win the buzz during the Super Bowl and increase their market shares. Such eco-friendly products which are perceived to be healthy both for the customer and provide benefits to the environment, tend to create brand identity and customer loyalty.
Further contributing to the success of these campaigns is the appeal to both men and women, who may be purchasing Old Spice products for their significant other 3. Old spice need to extend its market more globally. Old Spice is now known as a brand that offers a suite of male grooming products including antiperspirants, deodorants, body washes, body sprays and fragrances. Old Spice decided they would air their commercials during Super Bowl weekend but not during Super Bowl. Earlier, aftershaves were considered to be a niche market segment. The aforementioned television advertisements had a carryover and dramatic impact using digital media.
It socializes women to think of them in the manner in which they are depicted, and causes them to engage in self-objectification. The moisturizer is used to soften the skin whereas cooling agent such as aloe vera provides soothing feel Traditionally aftershaves where mainly used as antiseptic lotions. These fringe products are a reinforcement of successful advertising and are perceived as comical gimmicks 2. In recent years, the aftershave market witnessed a major slowdown due to stubble fashion trend among men. The Old Spice advertisements capture men by reaching out to the needs of women, giving the ideal image of what a man should be and how he should smell, and by creating a sexual theme that attracts attention. View source version on businesswire. Need a way to change the way consumers view your product? Sex is an easy way to get the attention of males and make a product seem desirable.
Real-time last sale data for U. By using appeals that are both male and female friendly, the new campaign saw an impressive response allowing the video to go viral almost immediately. He, however, refused to comment on. The ad makes a man react emotionally and appeal directly to his masculinity, vanity, and even his insecurity in being able to impress, attract, and keep women happy. Retail sales in the antiperspirant and deodorant market remained fairly stable from 2008-2010, which indicates that this product is resistant to recessionary pressures 3. In our society, an extremely smart and effective way of selling a product designed for men is to appeal to women.
Dove, another Unilever brand, follows Degree for the second spot and Old Spice rounds out the top three. They then began advertising 24 hours following the Super Bowl causing people to assume that the commercial first aired during the Super Bowl. Advertising is a battle of which company can fill up the most empty wall space. The main Competitor for Old Spice is Axe. Old Spice sold three times more deodorant than Axe in the last twelve months and has grown 39 percent faster.
However, the sexiness of the advertisement causes people to remember the ad, and thus the product. Rossenwasser, David and Jill Stephen. This is because research has shown that women purchase nearly 70% of all male toiletry products. There seems to be no question that the use of sexuality in advertising helps to sell a product. The 75 year old company was able to use social media to reinvent and sustain itself. Degree sales are up 165 percent in the first quarter of 2017 compared to the same time in 2015.
They also used social media skillfully to become associated with the Super Bowl without having to pay to advertise during the Super Bowl. This direct marketing technique creates a separate aisle containing all male-specific products as opposed to mixing them in with female products. Old Spice can take advantage of this trend by utilizing their already existing website which includes a list of on-line retailers that allow their products to be available at any time. The commercial then continues with rapidly shifting scenes that show Mustafa in romantic fantasy—? As the prices increase for Old Spice so do the scents available and suggested performance. Prior to their 2010 Super Bowl commercial, Old Spice had been known as a company that sells deodorant and body wash to your grandfather.
We are not sure what their process was in terms of market research. It is important to interact with viewers on social media platforms if you want to create a long lasting reaction that people will remember. Designer brands such as Calvin Klein, Tommy Hilfiger, and Hugo Boss specializes itself on colognes owing to their perfumery characteristics. Apart from the alcohol based formulation, aftershaves also contain some amount of perfumes. In the meeting room there is only one female. Red can also signify power and strength. They have demonstrated a sound understanding of the drivers with in their target market.
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. December 11, 2012 Comp I Advertisement Analysis Advertisements come in various shapes, sizes, and mediums, and as humans, we are constantly surrounded by them. Subscribe today to gain access to the every Research Intelligencer article we publish as well as the exclusive daily newsletter, full access to The MediaPost Cases, first-look research and daily insights from Joe Mandese, Editor in Chief. After realizing the need to increase market share, Old Spice launched a marketing campaign in 2010 directed towards the younger generation and the response was tremendous. Men are stimulated by the immediate physical sexuality in the ads, whereas women seem to be more stimulated by the sexuality for the romantic aspect of it. Please choose which areas of our service you consent to our doing so. Every marketer plans to have their brand and target audience evolve together; unfortunately this is often not a reality.
This contrasts with Axe, Dove, and Degree sales that have a lower average price, but nearly double the number of purchases per buyer. The Old Spice Company uses several methods to convey a message and sell their product. The objectification of women in advertising campaigns has significant psychological implications. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper. Slice Intelligence reports online deodorant sales increased by 85 percent since the beginning of 2015. The real kicker is that the spokesperson in the commercial is a male sex symbol. Half of the battle is creating the effective advertisement but maybe the most challenging step is the way you get people to remember it.