1 / 7

Will Ferrell smells good to Old Spice

Will Ferrell smells good to Old Spice. By: Grant Miller Ryan Van Vleet. Article overview. Procter and Gamble and Bud Light teamed up with the new hit movie Semi-Pro to promote their products. Promote new deodorant - Pro Strength Use humor to effectively communicate with males 18-34

keith
Download Presentation

Will Ferrell smells good to Old Spice

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Will Ferrell smells good to Old Spice By: Grant Miller Ryan Van Vleet

  2. Article overview • Procter and Gamble and Bud Light teamed up with the new hit movie Semi-Pro to promote their products. • Promote new deodorant - Pro Strength • Use humor to effectively communicate with males 18-34 • Worth millions of dollars in promotional value.

  3. “The finest street-legal antiperspirant you can get outside of Mexico that’s not poisonous.” • Old Spice was introduced in the 1930’s • First a women’s fragrance but then became a favorite of American males. • Reached out to younger males using grass- roots marketing. • “What was a sleepy brand has become a fantastic growth story.” James Moorhead

  4. Pit Stick • Main Rivals: Right Guard, Axe, and Degree • A market worth approx. $1.2 Billion • Old Spice claims about 12% of that market • The Pro Strength stick -$7.99 -25%-33% of males who are “unusually active perspirers”

  5. Proctor & Gamble • Fortune 500 Company • Spent $2.62 Billion on Marketing in 2007 • More then double number two, General Motors • Crest, Pringles, Pampers, and Tide • Helped increase visits to Oldspice.com by nearly six-fold

  6. Why this works • "One of the benefits of tying in with brands like Bud and Old Spice is that their established equity and identity to the consumer acts as a shorthand for us as to the kind of film we have.” Chris Carlisle • Both brands have humorous, edgy positioning that compliment the film.

  7. Sources • http://www.latimes.com/business/la-fi-oldspice27feb27,0,5515355.story • www.youtube.com • www.wikipedia.com • www.oldspice.com

More Related