Old Spice Brand Positioning and IMC
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Old Spice brand history, Brand identity, Brand Rejuvenation, Brand Prism, Brand equity, Brand positioning and The Man your Man could Smell Like Campaign
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Old Spice Brand Positioning and IMC
- 1. Presented By: Rajeev Kumar PGCM4(1424) Sahil Jain PGCM4(1429) Submitted to: Prof S. Nanda
- 2. History 1934 founded by William Lightfoot Schultz 1937introduced for women 1938 Introduced for men June 1990 Procter & Gamble Acquired Old Spice 2012 its iconic clipper ship logo replaced with a yacht, and targeting changed to young demographic segment
- 3. Brand Identity As a symbolAs a person As an organization Brand as a product •Macho man •Bold and Appealing to women •Confident •Handsome •Sufficient Advertising Budget •Focus on customer engagement •Men’s & women grooming brands •America’s iconic Successful •Sailing ships •Racing yachts David Aaker’s framework of brand identity
- 4. Brand as a symbol Sift from boat to yacht logo A small vessel for travelling over water A medium-sized sailing boat equipped for cruising or racing
- 5. The Man your Man could Smell Like Campaign
- 6. 55000 fans oldspice.com* 9 times from previous year. The Man your Man could Smell Like-2010 Video Posting Became Viral 10 million Views rich of Traffic Increased
- 7. Old Spice Cleans Up: Old Spice’s Body Wash sales have jumped since the campaign’s February launch February 2010 July 2010 % Gain High endurance $2.3M $4.6M 100% Red Zone $1.1M $1.6M 49% Liquid Body Wash $129.9 $148.6 14.4% Dry skin defense Body Wash $8.2 $164.5 1900% Odor Blocker Body Wash $35.8 $649.6 1715% Overall $3503 $7312 106% Analysis Source: Symphony IRI
- 8. Brand Rejuvenation Shifting of Target Segment Acquired by Repackaging
- 9. Deodorant & Men grooming Personality Culture Self image Reflection Relation Brand Identity Prism –Old SPICE Like NFL player Isaiah Mustafa, Bruce Campbell American Smell Like a Man Suceessfull “Mark of Man” Authenticity, Peformance, Confidence Social Media Campaign, Youtube Physical product
- 10. Brand Equity Brand Awareness: TV ads, Social media promotion, Various campaign Brand Loyalty: Twitter: 253k followers Facebook: 2565887 likes Brand Association: Wieden+Kenedy Memorability: Logo
- 11. Fragrance Skin Care Anti Perspirant Deodorants Brand Architecture Product BrandUmbrella brand Products
- 12. Brand Positioning Year 1970 1980 2013-14 Positioning Positioned for father, and grandfather Slogan: Mark Of a Man Family Oriented: Man with father and children Slogan: Mark of an ultimate Man Young demographic of man or becoming man Slogan: Smell like a man
- 13. References 1. Aquino, J. (2011, February 10). The 10 most successful rebranding campaigns. BusinessInsider.com. Retrieved from http://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2?op=1 2. Brand Profiles. (n.d.). Red, square Old Spice logo. Retrieved from http://www.brandprofiles.com/oldspice-logo 3. Aquino, J. (2011, February 10). The 10 most successful rebranding campaigns. BusinessInsider.com. Retrieved from http://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2?op=1 Brand Profiles. (n.d.). Red, square Old Spice logo. Retrieved from http://www.brandprofiles.com/oldspice-logo 4. Keller, K. (2013a). Strategic brand management (4th ed., p. 114-119). Upper Saddle River, NJ: Prentice Hall. 5. Old Spice packaging. (2012). Retrieved from http://www.oldspicecollectibles.com/FAQ and more/packaging.html 6. Procter & Gamble. (2011a). About Old Spice. Retrieved from http://oldspice.newshq.businesswire.com/about 7. Traditional Bottles. (2012). Retrieved from http://www.oldspicecollectibles.com/Bottles/traditional%20bottles.html