...POSITIONING STATEMENT FOR “OLD SPICE” The “Smell like a Man, Man” campaign: The “Smell like a Man, Man” campaign is an advertising campaign in the United States created by ad agency Widen + Kennedy for the brand “Old Spice”. Old Spice is a division of Procter & Gamble that offers a product line of men’s grooming products, including antiperspirant, deodorant, body wash, body spray, and fragrance which consists of cologne and after shave at a cheap price. Its main brand competitors in the market are Axe, Gillette and Dove for Men. In recent years there has been a huge hype to social media for means of marketing and advertising for many companies. Old Spice is a perfect example of this. The “Smell like a Man, Man” campaign, featuring the handsome “Old Spice Guy” (former NFL wide receiver Isaiah Mustafa) was launched just prior to the 2010 Superbowl and quickly became a viral video sensation. The ad was one of the most talked about commercials and helped to boost Old Spice sales during a period of intense competitive activity. This campaign wasn’t only about television ads, but involved also social media like Facebook and Twitter, where Old Spice invited customers could submit questions to be answered personally by the Old Spice Guy. Youtube was also in the game, this happened because nearly 200 personalized video responses to the questions were created and posted on YouTube, including those to Ashton Kutcher, Alyssa Milano and ABC anchor George Stephanopoulos, creating...
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...According to Walter Fisher, storytelling is a perfect example of human nature. The easiest way to comprehend human communication is through storytelling. He believes that as long as a story being used to communicate is interesting and exciting to the receiver, facts and evidence fall wayside in favor of a compelling story. Per this theory, advertising is composed of an intention to persuade through entertaining storytelling rather than a rational collection of facts and arguments. Most aspects of advertising fall easily into this paradigm. People love to gather and gossip regardless of how factual the information they are being told is. Everyday Americans across the country consume celebrity fiction through the internet, television, and magazines....
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...Advertising Trends Brandon Gillelan Baker College of Allen Park Advertising Trends Advertising is a form of marketing used to persuade an audience to take or continue some action communication. The two most significant commercial digital marketing trends are content marketing and mobile marketing. Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. Mobile marketing is marketing with a mobile device like smart phones or IPods. “Content marketing makes up 29.2 percent of all commercial digital marketing trends, and content marketing makes up 15.1 percent of all commercial digital marketing trends.” (2013 Chaffey) Content marketing’s purpose is to attract and retain customers by consistently creating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into an overall marketing strategy. Content marking is core of communicating with customers without actually selling. Content marking is also called non-interruption marketing. “Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as business, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.” (Content marketing 2014) There...
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...This image of men is meant influence more women to purchase Old Spice products by using pathos. The most popular commercial Old Spice that has ever aired was Isaiah Mustafa instructing women to compare their boyfriend/husbands to himself and to realize their partner is not as masculine nor sexual. The Old Spice team figured if women recognized their partner were not as good-looking as Isaiah Mustafa then they would buy the product to close the gap between the two men’s differences. The product commercials are constantly performing pathos in this way and also by using famous people and actors, the advertisements are using ethos to show credibility in the product. While appealing to women by using sexualized men in the way of gender roles, it...
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...University of World and National Economy Department: Economics in English STUDENT PAPER Topic: Old Spice (Social Media Impact on Marketing) Year 2012 Content 1 What is Social Media 2 2 Classification of social media 3 3 How does social media work 4 4 Why is social media so popular 5 5 Social media and marketing 6 6 Old Spice – the Company 7 7 Marketing Strategy 8 8 The beginning of “Smell like a man, man!” campaign 9 8.1 It’s not about Social 10 8.2 Define the right strategy before defining the digital agenda 11 8.3 Leave room for experimentation, even failure 11 9 The Post-Old-Spice principles of social media marketing 11 9.1 Create a persona that is strong and on point 11 9.2 Seed social networks with invitations to interact 12 9.3 Engage the engaged, the famous and the influencers 12 9.4 Personalize the response and people will compete for inclusion 13 9.5 Make it episodic and easy to share 13 9.6 Keep the videos simple and short 13 9.7 Promote it with tie-ins offline 14 10 Conclusion 14 11 Sources 15 What is Social Media It is a revolutionary way of communicating with the audience. It includes web based and mobile technologies, making communities, organizations and individuals interact. Social media is defined by Michael Haenlein and Andreas Caplan as: "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated...
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...earned money. Advertising reinforces particular gender norms. Through an analysis of a case study of anti-aging cream aimed towards women, this paper will argue that all advertising fundamentally plays on dominant ideologies to make people believe that in order to be “normal” or “successful”, they must buy product X. In particular, it will focus on how dominant norms surrounding masculinity and femininity are encouraged. These norms suggest what is considered an acceptable male and female appearance. It will also focus in particular on gender norms which female attractiveness is above all else, while men are valued for their other characteristics. The following case study is on the analysis of women and the use anti-aging products. Growing old is a way of life, but for women in modern society it is a grim reality, the aging process cannot be stopped, but thanks to anti-aging adverts, it leaves the impression that the aging process can be slowed down. Today there are several...
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...to someone like email, RSS etc as well as to “pull” content serving a banner ad & Pay Per Click search terms. Digital Marketing as a term has been around for too long but suffers from the lack of a clear & lucid definition. It does not include more traditional forms of marketing such as radio, TV, billboard & print because they are not real time & do not offer instant feedback. Thus the definition of Digital Marketing would be: Digital Marketing is the technique of promoting products & services using database-driven online distribution channels to reach consumers in a relevant, personal & cost-effective manner. Digital Marketing includes: 1.1 Online Marketing • Website Optimisation • Search Engine Marketing (SEM) • Video Search Engine Optimisation (VSEM) • Social Media Optimisation (SMO) • Blogs & Forums • Online Display Advertising • Email Marketing 1.2 Mobile Marketing • Messaging (SMS & MMS) • Mobile Internet • Mobile Apps • App Advertising 1.3 eMedia Marketing • Video, Audio & Content delivered via electronic devices • Digital Billboards Digital Marketing can be implemented in two ways: Push digital marketing & Pull digital marketing. A. Push Digital Marketing: In this the business owner needs to push the information about his/her business to the intended customers through digital channels & mediums. Digital banners, mobile SMS, email & pay per click marketing are some examples. B. Pull Digital Marketing: This involves strategies to ‘pull’ the intended...
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...That is the opening statement of the person advertising old spice. The commercial sells a male scent product called “old spice.” The scent is supposed to motivate men to achieve greater economy and social status as stated by the person advertising the body wash. The main character is a well-built man with a deep voice who I believe got used so as to keep the women addressed interested in the commercial hence the use of an attractive man. Smell like a man has been used to emphasize how a real man should smell like and not like a woman. The scene opens with the man in the shower then transitions into a boat and finally on a horse. The transitions are made and the person using “old spice” may have achieved all this by using the scent. The scenes are also beautiful and appealing, and they motivate the viewer and more preferably the women to encourage...
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...simple as tweeting about it. Jimmy Kimmel did this with “double rainbow” when he tweeted about it on July 11th 2010 and caused it to go from almost no views when it was posted on January 18th 2010 to over 400 000 by the end of July 12th 2010 (Allocca, 2011). This however isn’t an isolated phenomenon; this happens everyday with celebrity endorsement and people even making their living by showing popular YouTube videos to others such as the comedy central program Tosh.0 The second point that Kevin made was that communities of participation often turn mediocre success into phenomenal success. This often comes about due to parodies or remixes of popular videos, which drives the success of the original even higher. For this he used the example of Rebecca Blacks Friday, while the video was also initially promoted by trendsetters such as Tosh.0 it’s success was also driven by the many parodies that soon followed. Less than a week after the video appeared on Tosh.0 ,it had a parody for every...
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...thinking by skillfully taking charge of the structures inherent in thinking and imposing intellectual standards upon them. (2013) In layman’s terms it means we need to really think about what we are going to say or do or say. What are some of the characteristics of a good critical thinker? Well the first one I would like to talk about is Analytical skills . This is where you can analyze and have logical support for your arguments or beliefs. For example: Johnny down the street won’t come outside to play. Well I bet if you get Betty Lou to come out and wash the car Johnny will be sure to come out. See I looked at the problem and put a logical reason to it. The second one I have for you all is communication and literacy skills. This one is where you can write, speak, hear, and be aware of communication. For example: Lets eat Grandpa. This should be Lets eat, Grandpa. See how funny that could have been. The last one I have for you is Research and inquiry skills. This is where you gather up all the facts you can and ask questions. For example: I am wearing a green spacesuit. Well by looking at me you can tell I am...
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...A Comparison and Contrast of Gender Stereotypes in Advertising According to a study conducted in 2005 by Nielsen Media Research, the average American watches over four hours of television per day and 25% of that hour is comprised of advertising. This gives advertising companies a captive audience to include men, women, young, and old. Turn on the children’s channels and there are ads for juice boxes and the newest toy; turn on the sport network and there are advertisements for beer and beef jerky; turn on the entertainment channel and there will be advertisements for feminine products and shampoo that make claims to leave hair voluminous and shiny. While both men and women are subject to product advertising, it can be expected that the advertising companies use general gender stereotypes to line their pockets and sell products. Simply turn on the television for 20 minutes and you will likely find a plethora of advertisements that use gender stereotyping. Now, take for instance the following scenario, “Girl’s Night Out”, a common tradition for young women in their 20’s and 30’s. Get the girls together and hit the town on a Friday night; dawn a new pair of stilettos and a cute skirt and off to the bar for some cocktails! The women are grouped together; catching up on the latest gossip and here approaches the token tall, dark, and handsome man to steal away hearts. Sounds like the picture perfect evening out. Isn’t this what every 20 or 30-something, single woman’s dreams...
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...STRAWBERRY GIN FOREVER & STRAWBERRY GIN FOREVER SLIM Oriana Paolillo D’Andria Carlos Fernandez Maria Barambio Itziar Benedicto Alonso Bertrand Mazeaud 1 EXECUTIVE SUMMARY INTRODUCTION We have chosen Beefeater Gin, a spirit brand of Pernod Ricard due to its brand recognition and in the industry, being a market leader in Premium Gin in Spain as well as the over 100 countries that it is exported to. The product is distributed by the James Burrough company. Beefeater Gin is known for its fresh, clean and crisp taste with a subtle citrus and fruit edge. The gin brand takes pride on its multi-dimensional character, without losing its balance and robustness. The high demand for dietetic, non-sugary, low calorie alcoholic drinks in today’s society generates an opportunity to enter an exponentially growing market while focusing on a healthy product that satisfies our potential customers’ needs. We will also introduce a mix strawberry gin drink that is not of low caloric intake but readily mixed to take wherever. COMPANY OVERVIEW Beefeater’s roots go back to the 1820s, when John Taylor and his wife decided to open a small distillery in London’s Chelsea district. Beefeater Gin is a company originated in London offering the world’s most awarded gin, with its product bring a type of distilled gin made by redistilling spirit...
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...hinder personal and professional growth. Children learn gender stereotypes from socialization. Gender socialization is the process where children learn to develop behaviours regarding what constitutes being a male or female. Beginning at a young age, parents, school, peers and the media highly influence the gender behaviours children replicate and ultimately internalize. My compilation of media entries focuses on the progression and adaptation of gender stereotypes in the media. Over time, perceptions of gender roles have changed, causing the media to modify traditional marketing tactics to conform to them. I chose to organize my entries into three sections. The first category, incorporating the first three entries, provides examples of existing gender stereotypes in the media and consumerism. The following two entries fall into the second category, describing products and their accompanied advertisements that break typical gender stereotypes. The final section, incorporating the last three entries, illustrates various campaigns that raise...
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...Compare and Contrast Gender in Advertising Advertising is a multimillion-dollar industry that targets people of various ages and gender to aid in selling gather products. The images or visual and verbal sense of the messages vary considerably by targeting different people with images and messages, which may even lead to the use of stereotyping in order to reach to a wider array of audience. For example, adverts that are solely directed for the teenage audience persuade them that purchasing a specific product makes them “fit in” with other teenagers or their role models. A comparison of advertisements that are aims at men and women show that advertisers are still using the standard gender role to advertise for their products which is causing a lot of stereotyping and biases to be seen. In order to understand stereotypes and gender bias found in the advertisements, it is first imperative to understand what stereotyping is and how it is implemented into advertisements. Stereotyping is defined as a thought that can be adopted from specific types of individuals or ways of doing things, however, that certain belief may or may not be an accurate reflection of reality. Stereotyping fits in with other types of inter group attitudes. Stereotyping, discrimination, and prejudice are comprehended to be related but are still different concepts. Stereotyping is though more as rational components of an individual since it is a reflection god expectations and beliefs about the characteristics...
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...their bodies. Advertising shapes a person’s view about their own body because advertisements are everywhere. Advertisers create images people think are the most appealing based on their targeted audience. For example, in the documentary, Killing Us Softly 4: Advertising’s Image of Women Now, Jean Kilbourne sheds light on how advertisers use unrealistic, distorted images to reach their target audience. Kilbourne showed a video on how photoshop is used to turn a normal woman into the “perfect” woman used in ads. This shapes how women view their own body images because they want to be like the women used on billboards. This does not exclude men. According to Fabio Parasecoli, there is a growing regard on the muscular body which increases the pressure on men to take better care of their bodies. This in part has to do with advertising and how advertisers portray the ideal man and how, “many of the advertising pages in these magazines (Men’s Health, Men’s Fitness, and Muscle and Fitness) often play with a sense of inadequacy.” (Parasecoli 189). An example is the Old Spice commercial, which features a very toned, good looking male talking to the camera, (female members of the audience) telling them to look at him and then to look at their “man” and how if their man uses Old Spice they can look like him. This is clearly shaping how men look at their own body’s because they want to look like the ideal male. Advertisers distort images and use these “ideal” people to display their product...
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