Pre-campaign Analysis
Research
Research is a crucial step in determining the problem or issue faced by the organisation (Gregory, 2000). Old Spice conducted their research and found that the brand’s image was fading away along with their sales at the start of 2010 (Rowe, n.d.). The image that the public had in mind was that Old Spice’s products were something their “grandfathers” would buy and use (Effie Awards, 2011). Sales had dropped due to the increased number of competitors for body wash products (Rowe, n.d.). So, what Old Spice needed to do was to come up with a plan to change the public’s perception towards the brand which will thus change the brand image and increase sales.
Goals & objectives
As mentioned in the introduction, the company’s goal was to change the public’s perception of Old Spice, ultimately changing the brand image and gaining recognition. The objectives of the campaign were to steal the show, drive the business, spark conversations between men and women and finally, to keep the campaign active (Effie Awards, 2011 and Cabrer, 2012).
Target market
Based on the results derived from their research which stated 60% of women usually buy body washes for their men, Old Spice decided to target both men and women. The men here refer to those aged 18 to 34 and the women are female shoppers (Effie Awards, 2011 and New Media Drivers License, 2011). Before this campaign, the initial target was men aged 18 to 60. A focus towards the younger generation is more plausible, especially since Old Spice’s competitor, Axe was targeting a younger market as well (Young, 2010).
Message development
Due to the image that the public used to associate with Old Spice, the company decided to position it...
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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 shirts is just enough sexual 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 reinforce 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.
Kotler, P., & Keller, K. L. (2009). A framework for marketing management: Integrated with PharmaSim. Upper Saddle River, NJ: Pearson Prentice Hall.
Ferrell, O. C., & Hartline, M. (2012). Marketing strategy, text and cases (6th ed.). Stamford, CT:
The Paco Rabanne Invictus fragrance for men advert, published in 2013, seems to portray how a modern male should appear: strong, muscular, and heavily tattooed while women are perceived as relationship-oriented, and eye-candies: a lightweight drapery hides their private parts whilst revealing their forms. Thus, it reinforces gender stereotypes. As Buying Into Sexy points out sex sells, and people tend to be heavily exposed to adds as well as “music videos that feature plenty of sexual innuendo”. That is why humongous corporations “(create) a certain environment of images that we grow up in and that we become used to (in order to) shape what we know and what we understand about the world”, states Justin Lewis in Mickey Mouse Monopoly. So, how is the ideology of masculinity represented throughout this ad? The warrior-esque man is physically desirable, and irresistible to women. Even though the audiences are aware of the existed hyperbole, they might focus on the experienced feelings of smelling good.
As a respected and established company that provides necessary cleaning products, I believe that this campaign was appropriate for Clorox. The creative elements were intriguing, but not over the top or out of context. Clorox stepped outside the box to produce clever content that resonated with and entertained the target public. I believe that Clorox’s campaign was appropriate because it was on brand and stayed true to the company’s mission that each of its products has a meaningful impact on consumers’ everyday lives. This specific campaign applied creative elements to remind consumers that Clorox can be used throughout all of life’s messy moments.
There are so many marketing techniques that companies use in today’s world. There are also many competitions that companies face because of the advancement of marketing and different kind of brands. Old spice does a great job advertising and campaigning by using classical conditioning. Old Spice is an American brand that males use for grooming, they do a great job marketing the product and presenting them to consumers. Classical conditioning is when theorists teach either animal or human certain behaviors passively through repetition. After the theorist teach the animals, the theorist measure and see what the response. One of the most important thing about classical conditioning is to see something repetitively, and learning how to behave. Old Spice uses classical conditioning to influence consumers’ attitude because it shows the commercials repetitively. Classical conditioning also involves unconditioned stimulus, conditioned stimulus, conditioned and unconditioned response. Old spice’s commercials have everything included. Response campaign was a huge success because it involved everyone; it included mass media such as TV, print and digital ads.
In the media, women have often been portrayed as the weaker, more dependent gender compared to that of a man (DrMuir2939, 2013). Women have also been continuously objectified for their bodies or sexuality to appeal to a male demographic in numerous commercials advertising various products. In many deodorant and cologne commercials, women are portrayed as lustful bodies that seek to pounce on the nearest good-smelling man they can find. Many brands compete to get men to purchase their product, such as Axe, Old Spice, Nivea, and Degree. These brands have to convince consumers that not only does their product work in preventing smells and keeping one clean, but that it has the power of attraction to the opposite sex. Owned by international consumer product company, Unilever, Axe was first introduced as “Lynx” in Europe in 1983 and then became the brand it is after coming to the United States in 2002 (Givhan, 2005).
Thackeray, R., Neiger, B., Hanson, C. and McKenzie, J., (2008). Enhancing Promotional Strategies Within Social Marketing Programs: Use of Web 2.0 Social Media. Health Promotion Practice, 9(4), pp.338-343.
Tanner and Raymond (2014) describe branding activity as “strategies that are designed to create an image and position in the consumers’ minds” (c.6). When branding messages coincide with its offerings’ characteristics, it establishes consumer trust, and brand strength. For example, when first introducing Dove brand in 1957, by labeling its product as a “beauty cleansing bar . . . [with] ¼ moisturizing cream, that rinses cleaner than soap” (Unilever, 2016), we can see that marketers associated the brand to moisturizing and beauty, and disassociated the brand from common soap. Over the years, this consistent message coinciding with product performance has strengthened the Dove brand. Strong brand equity is derived from consistent, strategic branding that establishes perceived quality and emotional attachment (Entrepreneur, 2016); therefore, consumers are more likely to pay higher prices, as well as purchase new offerings connected to the
In this world, creating a new product, as good as it may be, is not enough. The success of any product, in this day and age, depends grandly on the way it is presented to the market. Marketing is responsible in assuring a successful launch of a product, new or reinvented, and to assure its sustainability in this competitive world. For those reasons, billions of dollars are spent each year on tools and strategies to improve marketing research and predict the success of a product: many marketing firms form focus groups, do trials and conduct many tests just to end up with a fairly high percentage of failures.
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
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
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.
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.
As part of its innovation strategy, Colgate Palmolive (CP) decided to manufacture a new product-toothbrush in the early 90s. This was after some extensive research was done to determine consumer purchase behavior and the extent of competitive rivalry in the industry. According to Allprojectsmba.com (2010), research can be done by using a number of methods to collect the data that are analyzed to draw conclusions. Such methods include interviews, focus group, questionnaires and online research. Interviews can be done either one on one or via the telephone where the researcher/interviewer selects a sample that is representative of the whole consumer population. The interviewer asks and interacts with each person in the sample to pick up the information he needs. Alternatively, questionnaires can be produced and mailed to respondents who fill them and ...