Old Spice

A more comical advert compared to other fragrance adverts.

Man 'wearing a beach', his facial expression is proud and smug
The beach is relevant because the brand is called Bahamas
Man has a volcano on his head because he is 'hot-headed' and very cocky 

1942 advert was first advertised to be bought as a fathers day gift
1953 advert was advertised to be bought by men only
Later on adverts were presented to make it seem more attractive, bringing in women to the main images therefore, increasing their target market.

History-

• 1934 founded by William Lightfoot Schultz
• 1937 introduced for women
• 1938 introduced for men
• June 1990 Procter and Gamble acquired old spice
• 2012 they changed the logo from the traditional ship to a yacht, targeting changed to young demographic due to the more modern influences.

60% of men's body washes were purchased by women, so they needed to attract female shoppers.
Many products on the market lacked masculine credibility so old spice could work on the idea of smelling like a man, hence why the adverts mention multiple times about really smelling like a man.

• Target audience - 12-34 year old men
• "the man your man could smell like" first appeared on YouTube and Facebook a few days before the super bowl, instead of spending a lot more money on the super bowl, this then created hype and word of mouth was a tactic to help spread awareness of the product.
• They launched the product the last day of the super bowl
• The product went quite viral, making people want to buy it after the big game due to the hype created previously. 
• Adverts would be shown in things which both sexes watch together, e.g. Olympics and cinema films. They also got gave BOGO's (buy one get one free)

At the time it got 10 millions views on YouTube and 55000 fans on Facebook

How was old spice traditionally advertised?

An advertising campaign developed in 2010 which became very popular and went viral after the first advertisement, which was titled 'the man your man could smell like'.

What are the similarities/differences (old and new ads)?

The old adverts are very masculine based. They are very stereotypical to the normal fragrance adverts whereas the newer ones are more comical. 

How did the new campaign fit with this historical strategy?

It fits because it promotes men being men, the older adverts are for the men around fathers day but the newer adverts are going through women to see if they think men are still the men they should be.

Which products/companies were the main competitors and in what ways?

The main competitor of Old Spice was Dove who released an advert during the SuperBowl and is a very well known and popular brand. By releasing the advert it was guarantied to be seen by millions due to the popularity of the event. 

What techniques are employed in:

The TV commercials/The print ads/The social media campaign -

Dove would be a vocal competitor, due to the placement and timing during the super bowl 

What social and cultural issues are raised by the campaign?

A social problem is the adverts could make men feel insecure because of the stereotype and expectation shown through the advert as to what men should be like. This can also be quite negative and could offend some men

Who is the actor (Isaiah Mustafa) is this campaign? Why was he chosen?
He is an American actor and American football player. He was chosen because he fits the expectation and stereotype of how a 'man' should be seen.