Old spice
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Old spice
- 1. By: Group .. Alesia Kabutkina, Delphine Dubuis, Morteza Javadinia Azari, Sebastian Knebel, Bettina Maatz, Minnie Silfverberg, Michele Widmer, Juulia Piirainen
- 2. 1937: invented by Shulton Company (pioneers in mass market fragrances) 1990: acquired by P&G 2009: declining market share & increased competition Revitalization strategy End consumers: 12- to 34-year-old males (away from “your father’s aftershave” Brand extension: body sticks, body washes, and body sprays in several scents 30-second ad at Super Bowl February 7, 2010 (costs > $2.5 million) History and Facts
- 4. Addressing to Women Power Virility Fun - Humor Self- Mockery Engagement Self- Confidence Unconventional Freshness Sailor Attributes and Association
- 5. The Slogan Smell is Power High brand association with the spokesman Strong Self- Confident SportyFunny guy TheMantra “ We want to help young guys navigate the seas of manhood ” Appeal and Mantra
- 7. Salience Identity: A dream, a man, a shampoo Performance / Imagery Meaning: Woman’s dream, Man’s rival Judgments / Feeling Response: Credibility and Excitement + Fun Resonance Relationship: Community feeling Who are you? What are you? What about you? What about you and me? Brand Equity Pyramid
- 8. Attention Interest Desire Action Communications Objectives
- 10. 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 Action Desire Interest Awareness
- 11. “The Man Your Man Could Smell Like” Campaign Awards 2010 Grand Prix at Cannes Lions International Advertising Festival Primetime Emmy Award for Outstanding Commercial Grand Effie Award Effect
- 12. 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 ?
- 13. Effective !
- 14. Effect of unexpectancy in dynamic process Entertainment Funny Media For Free Communities, fan pages Free networks Everywhere in real time Negative twist LOVEMARKS High Love High Respect BRANDS Low Love High Respect PRODUCTS Low Love Low Respect FADS High Love Low Respect Beyond the Brand
- 16. Click on me !
- 17. Thank you for your attention . . .
Notes de l'éditeur
- MW: 2009: Unilever (loyal female customers) announces launch of Dove Men+Care campaign MW: P&G research showed that 60% of men’s body washes were actually purchased by womenMW: targetting girls/wives: media folks sought out environments where guys and girls would be watching together. This included Lost, Vancouver Winter Olympics, American Idol and, cinemas during Valentine’s Day weekend
- Click on the picture = Hyperlink to YouTube
- the Mantra « Smellis power » whichis the first thingyouseewhenyou go to the webside of the brand & whichisbehind the brand personnality & values.Alsopersonnality of the brand & values : thereis a strong association with the spokeman: Through Mustafa, theyreally gave the brand a personnality: strong, self-confident, sporty, funnyguy….WHAT WERE THE GOALS?> > “Wewant to help youngguysnavigate the seas of manhood” quoted McBeth, sayingitwastheiroverarching mantra from the beginning.> > The specific goals of the viral videoscampaign, according to McBethIncreasingsaleswith a youngerdemographicisthe obviousoverarching, long-term goal. & main goals:awareness and PR impressions => demonstratethroughtheir Ad « how an oldspice spray cantransform a regularsmelling of man into a men whosmellslike power »The Idea (saidwith humour) is => youwant power => youcan have it (& do whateveryouwant – « everythingis possible ») in a joke-funnyway => youcan have it if youget the smell!.Throughslogan & jingle (whistle ) => High recallpotential & Hignmemorability of the slogans which are easy to remember, simple &fun(« Smellispower » « Smellbetterthanyourself »"The Man Your Man CouldSmellLike »… => Power & Action => Virility/masculinity & « self-mockery »/funny =>High recallpotential & Hignmemorability : jingle - whistle => adressing to the women : the influencer – decision maker )RESULT:. PR impressions estimated by McBeth, at the time of the interview (Juli 2010), at 1-1.5 billion. Expectations: views and impressions to continue with more media coverage (evendoublingthosenumbers) Whenasked if the campaignis a success, McBeth said“Absolutely”POD:Reference to sport (using NFL players as product endorsers, AXE took professional BMX guy, Rexona kung fu theme)Make oneself appealing (showing upper part of body, abs etc.) also "The Man Your Man CouldSmellLike"POPvery funny, cult potential (community, T-shirts with “I’m on a horse”)enormous buzz (Youtube numbers, Ellen De Generes show, blogs went crazy) directly speaking to women often decision makers: like in the campaign "The Man Your Man CouldSmellLike"using non-traditional marketing channels (Facebook, Youtube, in cinemas on Valentine’s day weekend)references to sophisticated upper-class (sailing, diamondsCharacteristics of the ad « As all thishappens, Mustafa addressesfemaleviewers, maintainingeye-contact with the camera throughout the ad, and askingrhetorical questions on whattheylike, implyingthat if their man used Old Spicethenhecouldbringthemthesethings. »Criticfound on a blog about the new spokeman – new/recent commercial of oldspice:« I thinkitbetrays the success of Isaiah Mustafa. The commercial depicts Neal beingtorn to pieces. The message isthat no matterwhat, you’ll at least «
- Axe: from Unilever Homepage latestcommercialfor an AXE (UK):«Dark temptationThis is yet another great Lynx advertisement that tells a story of a young man who sprays himself with Lynx Dark Temptation and is turned into a chocolate man.Dark TemptationConcocted from chocolate, frozen ginger, coriander, sage, black basil, pear sorbet and whipped cream, Axe turns on women’s taste buds, making men into man candy.December 2008 | United Kingdom”.
- Identity: Who areyou? A dreambecause he istheoneeverygirldesires but just canhavethesmell in reality (thebodyof a man thatalmosteverygirlwants for her boyfriend)Meaning: Whatareyou? Emotional uservalues: woman‘sdream, man‘s rivalbecauseattractingwomen; rational style: attractingpeople but design keepsheritageoftheproductalthoughnowitisadaptingslightlychangesofenvironment (yachtinsteadofsailboat)Response: Whataboutyou? Emotional Excitement: wewantit, either man orwoman (althoughthecampaignmakesfunofseveral stereotypes); rational credibility: trytoprovethe power ofoldspicewithseveral different situations (sailing, horse, motorbike)Relationship: Whataboutyouandme? Activeengagement (interactionwithusers online togetinspirationandhints for improvement), sense ofcommunitythrough open discussionsofusers (comments)
- Communication VehiclesMW: Targettinggirls/wives: media folks sought out environments where guys and girls would be watching together. This included Lost, Vancouver Winter Olympics, American Idol and, cinemas during Valentine’s Day weekend Television advertisement campaignNon-traditional marketing channelsHuge popularity on video sharing websites ---Messages:“smell like a man, man”, become more like Isaiah ”Everything is possiblewhenyourmansmellslike Old Spice”; luxury life, diamonds, boat etc. Indirect message: yourmanmightnotbe as goodlooking as the model, but at leastyoucanchangethat he smellslikeone
- Wieden+Kennedy advertising agency (Portland USA)
- MW: weweretalkingaboutthefact in class that buzzaloneisn‘teverything: Attention, Interest don‘tnecessarilyleadtoDesire & Action (=Purchase)MW: Launch ofcampaign Feb 7, 2010MW: 34.7 Mio. views on Youtubeasof 08/06/11MW: Isaiah hadappearances in Oprah, The Today Show, Good Morning America, ESPN
- July 2010 (6 months after campaign launch): Old Spice body wash sales more than doubled by 125% (all-time high for the brand)
- LOVEMARK PICTURE-Humorous lookthrough various activities of adcheroes, non usual situations, locations, costumes. For example, “smell better than yourself”. The campaign has a humorous look how to transform an average man into top-man (stylish, handsome, perfect)- Effect of unexpectancy in the dynamic process describes heroes’ transitions from place to place (bathroom, sailboat, riding horse on the beach) that makes the process dynamic as well as typical surprise ending causes the effect of unexpectancy-funny media for free. Here we are speaking about mass media response to good marketing. If it has funny and entertainment value, they will be ready to advertise it for free.Communities, fans goes ahead with “Old spice”. As an example, through fan pages people sent e-cards on father’s day with slogan “Love punch”. In real life fans have a tend to wear clothes with special funny logo. T-shirts “I’m on horse” like an exampleFree networks. Here we are speaking about usage of shows networks like “the Ellen show” or networks of individuals” Perez HiltonEverywhere in real time, speak about non-traditional channel facebook, youtube, twitterNegative twist is used in case of making buzz, it worked well with new Old spice man Fabio. As a result, a lot of comments, we like previous hero more. We can conclude negative headlines produce much better respones