Old spice
Old Spice Advertising notes
Image result for old spice
Old spice was created in 1934 by William Lightfoot Schultz.
1937 introduced for women.
2012 iconic clipper ship logo replaced with yacht.
1938 introduced for male.
Gender orientated (male).
Perfect fathers day gift.
Previous adverts follow traditional conventions of stereotypes.
Masculine advertising, with representations of women that are irrelevant in the advertising.
60% of mens body washes were purchased by women so Old Spice needed to attract female shoppers.
Old spice market lacked masculine credibility.
Target audience 12-34 men and their women shoppers.
'The man your man could smell like' on YouTube and Facebook to share and create a buzz. (seeding).
The advert was climaxing at the end of the super bowl and before, to make people think physiologically that the brand is important.
Post launch, key ingredients.
Adverts were advertised during shows tat were watched by both sex, they started to introduced deals Buy one get one free (BOGOF).
YouTube - 10 million views.
Facebook, 55000 fans.
www.OldSpice.com
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