...The Old Spice “Smell Like a Man, Man” Campaign In 2010 the “Smell like a Man, Man” campaign was born. Proctor & Gamble (Old Spice’s parent company) launched this brilliant campaign in the United States, to market their Red Zone After Hours body wash for men. The main objective of the campaign was starting a conversation between men and women about body wash. Essentially they wanted to get people talking about their brand and to generate enough interest to boost sales. In order to achieve this goal, P & G did their market research and realized that 60% of all body washes are purchased by women. In order to increase sales, Old Spice would first have to win over female shoppers. Old Spice then hired former football player, Isaiah Mustafa as the new face behind their brand. He was the perfect spokesperson- funny, manly, and oozing with sex appeal. With women being their target audience, he became “the man your man could smell like.” By using a clever combination of short television ads, word of mouth and social media platforms like YouTube, twitter and face book, the “Smell like a Man, Man” campaign became one of the fastest growing and most popular interactive campaigns in history. To really appreciate the success of this campaign, it is essential to have some background information about the brand. Old Spice is an American male grooming brand that has been in existence since 1934. Given the longevity of the brand, Old Spice tends to appeal to an older customer...
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...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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...created by Old Spice Body Wash was an interesting way to not only market their product but it was also comical and entertaining to their audience in such a way that it will not be forgotten by the viewers, thus making it quite popular around the world. In this short to the point ad, it has the audience engaged right off the bat with superstar NFL football player Isaiah Mustafa shirtless showcasing his desirable muscular physique and speaking in a deep projected masculine voice directly telling the audience with full eye-contact that he’s “The man your man could smell like.” In a span of 30 seconds, the Old Spice Guy was able to gain popularity and also spread awareness all around the globe about the product that was being advertised. There are many reasons as to why this ad has gained so much popularity in recent years, and it’s not hard to see why. It is a very short ad that gets straight to the point and is rather easy to share and spread around the world. Another thing that the creators did well was the emphasis on humour. Generally, when we see an ad while watching T.V. and find it hysterical and humorous, we will proceed to search it online to view it and show it to friends and family. The main issues in this ad is the gender stereotypes that is easily noticeable, such as the idea that women like a masculine good looking male who smells good and a man who wants to feel manly and dominant like the Old Spice Guy portrayed in the ad campaign. The ideology...
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...Does Old Spice Body Wash make men more attractive? While the scent is aromatic, the product itself will not guarantee luxuries that their commercials say you will get. The commercial I am referring to is the one narrated by Isaiah Mustafa, also known as, “The Man Your Man Could Smell Like.” This body wash does not have the magical powers that are fundamental to making you rich, famous, or better looking. The only thing this bottle of soap can do for you is make you not smell like a foot. Commercials like these use rhetorical strategies to persuade the audience to buy their products. They use ethical appeals to convince an audience of the author’s credibility or character, and they also use pathos to invoke sympathy from an audience. This thirty...
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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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...Nathan Cruzen Renan Silva Jonathan Turk MRKT 327 -02 Executive Summary Introduction Old Spice is the most original brand for men’s fragrances. The Shulton Company in 1990 purchased the Old Spice brand. Procter and Gamble strategically repositioned the brand and adapted more diversified products to meet more current demands. , Old Spice is trying to re-brand its image and appeal to a younger audience to increase sales and brand awareness. In order to do this Old Spice needs to reach a new target market of males. These males should age from 18 to 34 year old. Target Audience Men ages 18-34 are interested in using men’s grooming and toiletry products. Positioning: Established in 1937, Old Spice is the leader in the men’s body care and toiletry market. For men who demand superior body care products, Old Spice offers you the highest quality and best-scented body care products on the market. Old Spice will make you smell like the best smelling man in the world. SWOT Analysis Strengths • A very renowned and successful brand. • Strong distribution channel (available in more than 20 countries). • Excellent Product quality. • Strong financial presence in the market. • Affordable pricing of products. • Diversified portfolio of products. • Sales growth is high. • Strong image and Product development Weaknesses * After acquisition, Old Spice could not completely change the consumer’s brand perception of their products. * Market...
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...References 12 List of Figures Figure 1: Colgate uses Dentists’ recommendation to gain trust from highly dogmatic consumers 3 Figure 2: MAC uses celebrity endorsers such as R&B singer, Rihanna 3 Figure 3: Lush label states "Fresh Handmade Cosmetics" and "Bring back 5 Pots and Get a Fresh Face Mask Free" 4 Figure 4: "Limited Edition" expedites purchase decision 4 Figure 5: Lush has a large variety of soap, one of its many product line 5 Figure 6: Lush soaps on display in their store 5 Figure 7: Old Spice – “The man your man could smell like” 6 Figure 8: Detailed product-relevant information in the online magazine "Lush Times Australia" 7 Figure 9: Lush advertisement suitable for both visualisers and verbalisers 8 Figure 10: Skincare product for "id" attached with charitable elements for "superego" 8 Figure 11: Lush "We Believe" 10 Figure 12: Lush rewards anti-animal testing activists 10 Figure 13: The controversial anti animal testing campaign in 2012 11 Executive Summary The case study, Lush is analysed to identify the various personality traits of their targeted consumer with examples of current and recommended promotional messages. These traits are further scrutinised with critical evaluation based on theories of personality. Introduction The report is based on secondary data from case study and concepts from the textbook by Schiffman, et al. (2014), journal articles and news articles from the internet. The validity of this report is reliant...
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...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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...Viral Marketing When Hotmail first launched in 1996, the company decided to try a new marketing strategy and included, at the bottom of every email its users sent, a clickable link to sign up for a Hotmail account. This simple scheme had the effect of turning every user of Hotmail into a salesperson for the product whenever they sent out an email. This tactic of turning customers of a product into promoters of a product is one of the defining traits of viral marketing and central to the unique nature of this marketing methodology. Due in large part to this strategy, Hotmail was able to grow from 0 to 12 million users in a mere 18 months with an advertising budget of only $50,000. During the same period, Juno, a direct competitor, spent $20 million in traditional advertising costs and had worse results (Jurvetson 2000). The Hotmail case is one of the earliest examples of viral marketing and definitively demonstrated its effectiveness. Viral marketing is defined as “network-enhanced word of mouth” (Jurvetson 2000). Specifically, viral marketing refers to the utilization of electronic word of mouth to transmit marketing materials in an exponentially growing manner, often through the usage of social media (Kaplan 3). The term viral was used because spreading a marketing message using this strategy mimics the exponential growth found in epidemics of pathogenic organisms such as viruses. For example, with a “fan out” rate of three, the first person exposed to a marketing...
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...Going against the Norms Have you ever seen a six foot four inch man get into the driver side of a small vehicle? Or have you checked out a woman with amazing, toned hour glass body and thought to yourself that you look happier than her, so it does not matter what you look like? These situations and thoughts do not come and go often because that is not how we typically think. According to the new 2016 Super Bowl commercials, the two commercials that caught my attention of going against these society norms was the Mini USA campaign defying label’s, as well as the Axe Menswear deodorant during the commercial breaks. Both of these showed in different perspectives of how we could be happy without worrying about our self-image and not worry about what others think. The Mini USA has been promoting the campaign “defying labels” since the 1950’s. When they first created the Classic Mini Coopers; cooperate owner, Sir Alec- designed the cars by flipping the engine sideways and pushing the wheels outwards to create more room in the cockpit. This creative design gave its own unique spontaneity and defied the basic norms of what a car should look like. Majority of the time, anyone who had seen a mini cooper or is discussed amongst population often label the car as “too feminine”. However, there are celebrities who were used into the commercials. The celebrities were Serena Williams, Abby Wambach, Randy Johnson, Tony Hawk, Harvey Keitel, T-Pain. They all had a testimony to share about...
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...1.1 Introduction Spices are the imperative ingredient to make food tasty and delicious. It is the most common and important ingredient for food items of our daily consumption. A Bangladeshi cannot think of a meal without using spices, it is our food habit and tradition. The history of spice is almost as old as human civilization. It is a history of lands discovered, empires built and brought down, wars won and lost, treaties signed and flouted, flavors sought and offered, and the rise and fall of different religious practices and beliefs. Spices were among the most valuable items of trade in ancient and medieval times. As long ago as 3500 BC the ancient Egyptians were using various spices for flavoring food, in cosmetics, and for embalming their dead. The use of spices spread through the Middle East to the eastern Mediterranean and Europe. Spices from China, Indonesia, India, and Ceylon (now Sri Lanka) were originally transported overland by donkey or camel caravans. For almost 5000 years, Arab intermediaries controlled the spice trade, until European explorers discovered a sea route to India and other spice producing countries in the East. 1.2 Background of the Study The report has done to complete the partial fulfillment of Effective Business Communication for Managers (EMBA_504) course. The entire report is done under close supervision and instruction of our honorable course instructor Engr. Kamrul Hassan. We have completed our report based on a comparative study...
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...and shaving products.”(Hawkins, 453) The biggest challenge in developing this market is making it more widely acceptable for all demographics of men to use male cosmetic products. In today’s society, men feel the need to look younger and more attractive. The market has grown far from the major competitors including L’Oréal, Dove, and Old Spice to include up and coming companies such as Axe and Diesel. These new companies have taken a modern approach to their advertising using humor and sexuality , while Old Spice still uses its classic “The Man Your Man Could Smell Like” campaign. The demographics have been broken up to such: · Ubersexuals (25 percent): With a mean age of 38 and a mean income of $60,600, this group sees no complications between the sexes, and most agree that s is a good time to be a man. · Regular Joes (27 percent): With a mean age of 43 and a mean income of $61,900, this group has no difficulties with how men are portrayed in media and do not feel threatened by women. · Marked Grouchos (30 percent): With a mean age of 47 and a mean income of $55,500, this group is confused about what women want and do not like the way women expect more from them. · Neutrals (18 percent): With mean age of 41 and a mean income of $53,500, this group is less resentful of woman than Grouchos and are accepting of changing gender roles. (Hawkins, 453) The packaging of these products is crucial when it comes to enticing men to make a purchase. Packaging is...
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...microblogging sites as the panacea to diminishing returns for traditional brand building routes. But as more branding activity moves to the Web, marketers are confronted with the stark realization that social media was made for people, not for brands. In this article, we explore the emergent cultural landscape of open source branding, and identify marketing strategies directed at the hunt for consumer engagement on the People’s Web. These strategies present a paradox, for to gain coveted resonance, the brand must relinquish control. We discuss how Webbased power struggles between marketers and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump longterm icons; where marketing looks more like public relations; where brand building gives way to brand protection; and brand value is driven by risk, not returns. # 2011 Kelley School of Business, Indiana University. All rights reserved. 1. The party crashers: Marketers and the Social Web Brands today claim hundreds of thousands of Facebook friends, Twitter followers, online community members, and YouTube fans; yet, it is a lonely, scary time to be a brand manager. Despite marketers’ desires to leverage Web 2.0 technologies to their advantage, a stark truth presents itself: the Web was created not to sell branded products, but to link people together in collective conversational webs. As more branding activity moves online, marketers are confronted with the realization that brands...
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...microblogging sites as the panacea to diminishing returns for traditional brand building routes. But as more branding activity moves to the Web, marketers are confronted with the stark realization that social media was made for people, not for brands. In this article, we explore the emergent cultural landscape of open source branding, and identify marketing strategies directed at the hunt for consumer engagement on the People’s Web. These strategies present a paradox, for to gain coveted resonance, the brand must relinquish control. We discuss how Webbased power struggles between marketers and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump longterm icons; where marketing looks more like public relations; where brand building gives way to brand protection; and brand value is driven by risk, not returns. # 2011 Kelley School of Business, Indiana University. All rights reserved. 1. The party crashers: Marketers and the Social Web Brands today claim hundreds of thousands of Facebook friends, Twitter followers, online community members, and YouTube fans; yet, it is a lonely, scary time to be a brand manager. Despite marketers’ desires to leverage Web 2.0 technologies to their advantage, a stark truth presents itself: the Web was created not to sell branded products, but to link people together in collective conversational webs....
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...DIGITAL & SOCIAL MEDIA MARKETING FINANCIAL TIMES SPECIAL REPORT | Wednesday March 7 2012 www.ft.com/digitalsocialmediamarketing2012 | twitter.com/ftreports Advertisers rush to master fresh set of skills There are great opportunities, says David Gelles, but companies are still largely feeling their way Inside this issue Cautionary tales David Gelles finds reasons to be careful when companies take advertising online Page 2 B2B Paul Taylor sees a chance for business to gain traction with customers Page 2 Ownership Ajay Makan looks at the wide variety of corporate responses Page 2 Viral campaigns April Dembosky looks behind the success of internet sensations Page 3 Marketing budgets Tim Bradshaw says campaigns via social media are still often unpredictable Page 3 A life in the day David Gelles follows the chief marketing officer of Gannett Page 3 Advertising Predictions of the display ad’s demise are premature, writes Jane Bird Page 3 Mobile Tim Bradshaw explains why the promised land is not quite with us Page 4 On FT.com April Dembovsky explains everything you need to know about Pinterest O nly a few years ago digital marketers might have thought all was plain-sailing. After a decade of disruption wreaked by the emergence of the popular web, companies and advertising agencies had finally understood the intricacies of placing online display and search ads. Yet in the past few years, a new generation of technologies has come along to disrupt once again the way advertisers...
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