What is the message of Old Spice commercial?

Old Spice’s commercials starring Terry Crews speak directly to men through the theme of power. These commercials are jam packed with testosterone and ridiculous events that demonstrate how powerful Old Spice is. Crews seems to be an embodiment of power and masculine virility.

What is the message of Old Spice The Man Your Man Could Smell Like 2010?

Most importantly, “The Man Your Man Could Smell Like” had a dramatic impact on the bottom line. The goal was to increase body wash sales by 15%, but by May 2010, sales of Old Spice Red Zone Body Wash had increased 60% from the previous year.

Was Old Spice rebranding successful?

To catch up with the changing market, they launched one of the most successful rebrands of the decade. Featuring new commercials, new packaging, a new site design, and a complete upheaval of their entire marketing scheme, Old Spice completed a full rebrand in an effort to attract a broader, younger customer base.

Why was Old Spice campaign so successful?

After realizing the need to increase market share, Old Spice launched a marketing campaign in 2010 directed towards the younger generation and the response was tremendous. Old Spice showed an attractive man telling the female audience that their man could smell like him if he uses Old Spice.

Why was Old Spice created?

The Metropolitan Museum of Art in New York collection of early American objects provided a source of inspiration for packaging design; for the fragrance, Schultz was inspired by his mother’s potpourri, and as the result, the first Old Spice product in 1937 was a woman’s scent called Early American Old Spice.

What marketing strategy does Old Spice use?

Smart Strategy – The marketing strategy behind this campaign is simple – show a great looking guy and tell women that he is “the man their man could smell like.” Everyone knows that when it comes to bath products for guys, a huge purchaser is likely women – so instead of turning women into sex objects as Axe does to …

Who’s in the Old Spice commercial?

Deon Cole
The newest Old Spice commercial features two comedians and a treasured singer. The husband in the commercial is played by Deon Cole, aka the current Old Spice guy. Cole followed in the footsteps of Terry Crews and “It Chapter Two” star Isaiah Mustafa’s shoes when he took over the gig in January 2019 (via Variety).

What products are associated with Old Spice?

In June 1990, Procter & Gamble purchased the Old Spice fragrances, skin care and antiperspirant & deodorant brands from the Shulton Company. Throughout the 2000s, Procter & Gamble introduced many forms of deodorant, body washes, and body sprays in several scents under the Old Spice name.

Why did Old Spice change their logo?

The Problem In short, Old Spice had an identity crisis. It needed to appeal to new target groups but had no real way of doing so. Or at the very least, no way that was better than what the competition was doing. As a result, it needed a drastic change.

How did Old Spice rebrand?

A part of the rebrand was to remove the stigma of the product smelling like your grandfather. They sought to do so by recruiting a famous face for their campaign Isaiah Mustafa, and the slogan of the campaign was ‘Smell like a man, man’.

What kind of people use Old Spice?

Their target was young guys between the ages of 12 to 34, to compete with Axe. They were aiming to reach an audience of guys who want to smell great, but not to take themselves to seriously. Old Spice had created a niche for itself as a product for older, more serious men and they wanted to move away from that.

Who is the founder of Old Spice?

William Lightfoot Schultz
Old Spice products were originally manufactured by the Shulton Company, founded in 1934 by William Lightfoot Schultz. A buyer at Bullock’s in Los Angeles made Schultz aware of the emerging popularity of colonial-American style furniture, a trend spurred by the then-recent opening of Colonial Williamsburg.

When did the Old Spice brand come out?

Old Spice is a fairly old brand, founded back in the days of the Golden Generation (1937, to be specific). Their earliest ads positioned their products as a minor luxury for America’s GIs —manly and tasteful, with just a dash of pragmatic exoticism. That initial approach was a success.

How many views did Old Spice get on YouTube?

In less than three days, the 65 response videos drew more than 5.2 million views on YouTube, where the Old Spice channel was the most viewed on Tuesday, while the brand’s Twitter followers grew to 48,000, from 3,000.

Why are women so interested in Old Spice?

P&G’s research found that women purchased 60% of men’s grooming products, and were also influential in the trial and acceptance of men’s grooming products [4]. It made perfect sense for Old Spice to target their message to women who may have a part in creating demand, driving the purchase and acceptance.

What was the impact of the Old Spice campaign?

[1] The Old Spice campaign became a flagship within social media marketing. The campaign effectively engaged its consumers through successfully blending ingredients from the three marketing media; paid, owned and earned in order to reach their target audience.