Old Spice Campaign 2010

1. Old Spice Campaign 2010 Case Study research

2. The Context • First launched in 1937 to appeal to the old fashioned American man. However was originally aimed at women. • In June 1990 Procter & Gamble purchased Old Spice products from the Shulton Company. Their current agency is Widen & Kennedy. • They released their new Old Spice campaign in 2010 the night of the super bowl- which is interesting as their new celebrity endorsement is a football player, Isaiah Mustafa. • Due to their new campaign being so successful brands looking to reinvent themselves look at Old Spice’s techniques. Since they turned their brand being known for smelling like your grandfather to being for young men.

3. The Campaign 2008 print advert Sense of humour as joking that its funny that their audience is listening to a ‘TV doctor’ in advice to smell nice. Celebrity endorsement which grabs the attention of passers by since it’s a familiar face. Direct gaze to make the audience connect with the advert.

4. Rebranding • In 2010 Old Spice decided to reinvent themselves after years of sending the same message which caused the brand to nearly die out. They used the power of social media to do so which was only recent. • When the brand was first introduced was aimed at men’s fragrances, in the 2000s they started selling men’s body wash. However the brand marketed itself to make people think its for old men, no one aged below 50. Which was a big mistake as they didn’t widen their audience from the start, however this meant it gave them an opportunity to bring something new to their brand. • In 2010 Unilever revealed they would be showing a huge campaign on the night of the super bowl Old Spice needed to respond in order to keep their market share. They decided they would try to create excitement among younger target groups, and seek to win during the Super Bowl and increase their market shares.

5. Target audience • First produced for women in 1937 • Men’s products then followed in 1938. Aimed at grandfathers, they marketed themselves to be aimed at older men. They showed this by using sailing ships which people associate with old men. • They then reinvented themselves in 2010 to be aimed for younger men too due to a decline in sales since their brand image wasn’t modern. Now aimed at men aged 18-34.

6. News • Old Spice Launches “The Struggle is Real: A Wild Guide to Growing-Up for Moms & Sons”. The eGuide reveals nationwide study results that dig deep into the most divisive mom/son questions, offers tips from popular parenting expert Deborah Gilboa and supports Old Spice’s Wild Collection product line up.

7. Associated products/ competitors • Axe which is male deodorant. • Right Guard is a deodorant and a shower gel. • Gillette is a brand of men's and women's safety razors and other care products also owned by the multi-national corporation Procter & Gamble. • Dove Men+Care. Before their rebranding and new campaign these brands had a huge competitive advantage over Old Spice since they targeted a wider audience.

8. 2011’s new campaign for their fragrances. • No writing on the advert which brings more attention to their modern styled product. • Same shaped bottle but different styled information and name. • The old fragrance advert, date unknown: • Lots of writing for each product • Old fashioned style • Lots going on

9. Success • Here is the figures for the sales of their products after the launch of their new campaign. The campaign completely brought Old Spice back to life and in front of competitors.