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Old spice advertisement
Old spice advertisement
Old spice advertisement
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Established in 1937, the Old Spice brand was owned by the Shulton Company until it was sold to Procter & Gamble in 1993. Focusing on men’s grooming, this brand’s marketing mix (product, price, promotion and place) indicates much about how Old Spice remains competitive in the current market. First, Old Spice has narrow but deep assortments of product lines. That is, it mainly deals with male’s grooming but provides a variety of products including antiperspirants, deodorants, bar soap, body washes, body sprays, after shaves, colognes and so on in order to satisfy the grooming needs of almost all men. Old spice’s products only have primary packages, which serve as the actual container. However, the packaging usually contains some sort of imagery …show more content…
In this way, the packaging implies to potential customers that its scent will provide them with the attractiveness of lions. As a result, this inclusion of a simple picture often becomes an influencing factor in consumers’ purchasing decision. Moreover, the labeling on the back side of packages offers costumers information about both the ingredients of a specific product and the instructions about how to use it correctly. These messages could also have important impact on consumers’ decision making. Our chosen product for example, a stick of Old Spice Swagger deodorant, displays “The Scent of Confidence” on the front, which shows the customer that it is the same brand depicted in many of the popular advertisements. A funny slogan and product information is then all conveniently located on the back of the stick. Finally, Old Spice has developed an ad campaign called “Smellcome to Manhood” to promote its Re-fresh Body Sprays. This is an example of Old Spice’s unique selling proposition since the brand is trying to create a perception that its products contribute to being considered a …show more content…
For example, a series of television ads that describe moms’ feelings while seeing Old Spice bring maturity to their sons were created to help with the “Smellcome to Manhood” campaign. Similarly, TV channels including Adult Swim, BET, Comedy Central and ESPN have contributed to the implementation of another advertising campaign called “Smell is Power”. Digital advertisements that appear in various areas of interest for men are also critical for Old Spice to reach potential customers. Although its prices are already extremely competitive, Old Spice still offers sales for some specific products. According to data from Procter & Gamble’s e-store, the original price of Matterhorn deodorant from its Fresh Collection is $5.99 but this product only costs $3.59 on sale. Moreover, the price of Bearglove men’s bar soap decreases from $2.49 to $1.49 during sales. Since price is one of the most significant factors that influences consumers’ purchasing decisions, these discounts could increase sales for certain products and bring in new customers. However, these sales are a double edged sword, as some people will invariably associate low prices with low quality. Therefore, it is possible that too many discounts will reduce consumer confidence in Old Spice’s products. Old Spice does not use personal selling to any meaningful extent, as this method is not necessary for
... approach, selling men’s hygiene products, by appealing to a female audience. Though Old Spice targets and appeals to females, they do sell men’s hygiene products, thus, also attracting males and running an ad campaign that males can enjoy. The constant lack of shirt is just enough sex appeal to catch the audiences’ attention, without driving them away. The caricature of the perfect man easily enacting a variety of roles is entertaining for females and males. Additionally the commercial uses quick transitions and repetition to keep the audiences’ attention and to enforce the association of Old Spice with the ideal man. Old Spice sells their image as representing the perfect man, and hey if you can’t be him, well you can at least smell like him. With a humorous undertone and just enough sex appeal, the ad campaign is funny, attractive, appealing, and thus effective.
In the old spice commercial, the brand is showing that men are just brainless robots and the women are just hyper-sexual individuals. The setting of the commercial is in a nightclub where women are dress in provocative clothes that come off like they are looking for sexual intention from the men. Men are
Briney, C. (2005). Air care's fresh start. Global Cosmetic Industry, 173(3), 48-50. Retrieved from http://search.proquest.com/docview/196442096?accountid=38569
Old Spice’s script has you believe they are addressing a female viewer; however, the product is not one that a woman would go about purchasing, and the ad was shown during the Superbowl, which has a predominately male viewership. The ad is attempting to give the male viewers and alternate perspective of things. Instead of addressing the men specifically, the ad causes the men to imagine what thoughts may frequently cross the mind of their female partners or other women they may commonly interact with. For example, the line “Anything is possible when your man smells like Old Spice and not a lady,” implants the fear into the male viewer’s mind that he may not smell masculine enough to appeal to his ideal woman. He now worries that she may indeed think he smells like a lady. However, if the viewer were to use Old Spice, the advertisement, through its final line of “Smell like a man, man,” assures him that he would no longer have to worry about how he smells; he would smell like a
Women are also being advertised to in this commercial. Most women want the men in their life to look good. Old Spice is telling women who view the commercial that she can have a man with phenomenal hair if she buys its hair products. The men who can use this product are not limited to just husbands and boyfriends, but also sons and friends. Many girls may want to buy the advertised products for their best friend who just happens ...
...rnationally. Their communication technique just seemed to get so many views, and everyone started to try out the Old Spice product.
The company additionally makes the smells of bath soaps, deodorants, and floor wax. Schlosser reports, “The basic science behind the scent of shaving cream is the same as the that governing the flavor of you TV dinner, in that the aroma of food can be responsible for as much as 90% of its flavor,” (Schlosser 122). Schlosser reveals that in the mid-nineteenth century the processed food industry began expanding increasing the need for flavor additives. (Schlosser 123). The demand for color additives began to grow as well when it was learned that appearance can
Dove is a personal care trademark that has continually been linked with beauty and building up confidence and self-assurance amongst women. Now, it has taken steps further by impending with a new advertising strategy; fighting adverse advertising. And by that it means contesting all the ads that in some way proliferate the bodily insufficiencies which exits inside women. Launched by Dove, the campaign spins round an application called the Dove Ad Makeover which is part of the global Dove “Campaign for Real Beauty” what has been continuing ever since 2004 and times print, television, digital and outdoor advertising. As Leech (1996) believed,” commercial consumer advertising seems to be the most frequently used way of advertising.” In which way the seller’s chief goal is to sway their possible spectators and attempt and change their opinions, ideals and interests in the drive of resounding them that the produce they are posing has a touch that customer wants that will also be in their advantage, therefore generating false desires in the user’s mind. Dove is vexing to influence their viewers to purchase products they wouldn’t usually buy by “creating desires that previously did not exist.”(Dyer, 1982:6)
Marketers assert to develop branding and packaging strategies that signify the brand’s products in a way that establishes lasting impressions in consumers’ thoughts. Because brands distinguish the many product offerings in the marketplace, brands help consumers choose between product offerings. When branding and packaging strategies clearly illustrate worthy product expectations, and products remain true to branding messages, positive consumer perceptions ensue, and brand value is strengthened.
The Old Spice Campaign that I chose is a one-sided message is the communications in which only positive attributes or benefits of a product or service are presented. The message in the ad is one-sided because it is only mentioning the positive aspects of the deodorant, it does not have any negative aspects on the ad. Old Spice advertisements always has a male presence, and it is usually a famous person. They usually have different types of male celebrities ranging from actors to athletes. Old Spice uses the humor appeal to get their message across to their target market. In their advertisements there is always something that stands out to appeal to the consumers. With this campaign it centers on the Old Spice Man answering questions from the viewers, and doing different activities, being different places and having costumes on. The ending of the commercial always has a surprise ending leaving the viewer astonished. The campaign appeals to the humor appeal because it uses humor, but not too much so that consumers can pay attention to the product that is being advertised. On the Old Spice YouTube channel for the commercial in the description box it says “We’re not saying this body wash will make your man smell like a romantic millionaire jet fighter pilot, but we are sure insinuating it”, which is appealing to humor because you know that your man is not going to smell like it, but are suggesting that they would
Advertisement is a form of communication that is intended to persuade consumers or a target audience to purchase or to accept the ideas, products or services. In this advertising, Axe uses the power of persuasion, such as attractive women, style, and images which are the key ideas to the product and fragrance to conjure the consumers’ behavior of the perceived images of the product. Axe was originally created in France in 1983 by a company named Unilever and sold in the United States in 2002, and is now the leader of men’s grooming markets. The brand is focused toward gender and the age of the customer. Its market strategy is aimed at males from their teens to their twenties appealing to a new life style product that would increase their luck with the ladies. Axe deodorant ads gives you the apparent need to smell and feel good, but the means of feeling good is mainly through increased sex appeal. This ad assumes that all males buy deodorant solely for the purpose of getting women, and if you do certain things, like buy this product, then all women will be all over you.
Creating a creative advertisement that stands out from the crowd is essential for any company’s growth. A common communication strategy is for companies to break through competitive clutter in order to shape consumers attitude and intentions. A creative ad is able to catch the attention of onlookers with the added wow factor. Interest in an ad is influenced by surprise, information and benefits. Comforts fabric softener ad (See appendix 1), is a great example of this as the ad displays a perfect visual for their product with an added touch of humor to draw potential customers attention to the ad. Their ad clearly conveys the message of their product without the need of a
The shifting of the consumer’s taste of simple products to high quality branded products is not sudden. It grew out in the middle of the 20th century and the companies selling various products needed a new way to differentiate their products from the others giving it a unique identity.
It’s no secret that fragrance matters to us. It is a huge part of how we experience the products we use and the world at large. For this reason, it’s a deal breaker when it comes to our beauty and personal care products, especially if it’s a product that you leave on the hair and skin or a fragrance that lingers. Many of us have given up products that worked well because we could not stand the smell or because our significant other complained. The fact that fragrance affects not just us but those around us is something we often tend to overlook. Fashion icon Sarah Jessica Parker of Sex and the City once said this about fragrance "It 's immediately communicating more than your clothes, which we think tell our story, right? But clothes don 't invade anybody else 's space.” That’s so true. You can look away if a coworker is wearing something you don’t like, but you can’t hold your breath all day, now can you? Fragrance can even linger in a space long after the wearer has gone or linger on your close, long after you hugged your best friend. Fragrance has such a
15). Cultural and traditional values can be a big success or fail for a brand, as already mentioned in the theory of framing, using a country’s tradition can enhance brand awareness and empathy. Especially in Japan, a nation, which belongs to the category of continuous cultures (Inkster and Satofuka, 2000, p. 34) with such diverse and old traditions, implementing these correctly can effect consumer loyalty. Japanese cosmetic companies themselves have perfected the way to implement tradition values and rituals into their cosmetic lines. One company carries out 400-year-old traditions not only in their products but also in the packaging of their products: Makanai Cosmetics. The term makanai is the Japanese term for “company employee benefits” and refers to the women that worked in the background of a gold beater, which was established in 1899. These women were suffering from skin problems caused by intense heat, dryness and lack of ventilation. To find a solution to tackle their skin problems these women used the materials and ingredients around them and developed several products. Over 100 years the products got revised and re-developed. The female employees also tested all of the hand-made products on their own skin, ensuring its quality and effectiveness (Makanai Cosmetics a, 2015). Until today, all of the products the brand offers are hand-made, organic and labelled with the signature logo of a rabbit pounding Japanese rice cakes in a wooden mortar. The products range from a pouch, made out of the same