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Old spice

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Great Baddow High School Media
Great Baddow High School Media

The Old Spice advertising campaign from 2010 aimed to modernize the brand's image and attract new customers. Known as "The Man Your Man Could Smell Like", it featured actor Isaiah Mustafa addressing the camera and appealing to women. Through viral videos and an interactive social media strategy, the campaign became a major success. It helped Old Spice shift perceptions from being seen as outdated to representing contemporary masculine ideals.

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Old Spice Advertising OLD SPICE THROUGH THE YEARS Superbowl Tide advert
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Old Spice Research Task – Answer these! Research the Old Spice Advertising Campaign ‘The Man your Man Could Smell Like’ Create a presentation to show your findings Images may be copy and pasted, but all text must be in your own words Points to cover ● History of the brand ● Aims of the campaign ● Dates and times of the campaign ● Use of social media ● Choose another Old Spice campaign and summarise the campaign Include embedded images and videos Urls of sites used for research
Questions to answer 1. How was Old Spice traditionally advertised? Find 6 old print adverts and save them 2. What are the similarities / differences (old and new ads)? 3. How did the new campaign fit with this historical strategy? 4. Which products/companies were the main competitors and in what ways? 5. What techniques are employed in: ● The TV commercials / The print ads / The Social Media campaign 5. What social and cultural issues are raised by the campaign? 6. Who is the actor (Isaiah Mustafa) in this campaign? Why was he chosen?
Old Spice 1953 1941 http://www.vintageadbrowser.com/search?q=old+spice
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The Old Spice 2010 campaign Old Spice were losing their market share and had been seen as outdated and for old men Set on Wieden+Kennedy to remarket Old Spice Direct competition with Dove Superbowl campaign 2010 https://www.youtube.com/watch?v=Oj0taJVkpVY Proctor and Gamble’s research showed that 60% of men’s body washes were purchased by women so Old Spice 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 https://www.youtube.com/watch?v=owGykVbfgUE
Media Strategy Target audience 12-34 men and their women shoppers Old Spice media strategy for the launch was simple: Instead of spending money on the Super Bowl, they aimed to create Super Bowl impact building awareness around it. 1 st communication layer [SEEDING]: To start building buzz with Old Spice’s fans, “The Man Your Man Could Smell Like” first appeared on YouTube and Facebook a few days before the big game. 2 nd communication layer [LAUNCH]: Next, search engines strategy played a key role, as Old Spice scooped up Super Bowl-related terms to help drive traffic over Super Bowl weekend. With these tactics in place, buzz for “The Man Your Man Could Smell Like” was climaxing just as the game was finishing. By the time the spot first debuted on television—24 hours later—many people assumed that it had actually debuted during the Super Bowl. Mission accomplished. 3 rd communication layer [ENGAGE] : Post-launch, Old Spice media strategy addressed one of the key ingredients for success: getting both sexes to talk about the campaign.
Media Strategy Activations in environments where guys and girls would be watching together (Vancouver Winter Olympics, American Idol, cinemas during Valentine’s Day weekend) and gave them BOGOs. Video response campaign create an interactive experience in which ‘The Man Your Man Could Smell Like’; personally responded to his fans on the Internet in real time. Video response campaign. 200 personal videos to online Social Media tweeters, and to some of Twitter’s most followed people
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Watch the spoofs of the Old Spice campaign Spoofs make intertextual references What is the significance of these ads? https://www.youtube.com/watch?v=XApxFznVafg https://www.youtube.com/watch?v=onZxdodEFT8 https://www.youtube.com/watch?v=e4lRXxANBjU
Analysing the Advert ●Aim of the print advert? ●Media language ●Representation of males ●Representation of the brand ●Psychology, which human needs is it satisfying ●Which three utopian solutions are encoded? (how is this achieved)?
Representation ●Isaiah Mustafa 37 years (2010) ●American actor and former NFL wide receiver ●Representation of masculinity in the commercials was a key factor in the campaigns success ●He speaks directly to the female audience (look at me / eye contact) ●He represents the woman’s conception of the perfect partner ●The advert exploits and enforces images of hegemonic masculinity (preferred model of manliness) ●Scented adverts like beer commercials are a manual on masculinity
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Contexts Social Context •Social Anxieties •Inequalities (gender, race, sexuality, class) •Conflicting Social Values Cultural Context •Consumerism •Celebrity Culture •Feminism •Postmodernism
Social Context Social Anxieties • The athletic and muscular bodies represent the male obsession with their body image thus attributing a certain body insecurity to the target audience Inequalities (race) • Black Looks by bell hooks hyper- sexuality of black bodies over white Inequalities (sexuality) • Importance of heterosexuality in constructing masculinity to sell the product to women Inequalities (gender) • Reinforcing a patriarchal society, a man who uses Old Spice will take the female viewer away, she cannot take herself ●Out of the 12 people who were responsible for creating the advert how many were men?
Cultural Context Consumerism • In 2013, the global mass men's fragrance market was valued at approximately 9.1 billion U.S. dollars Celebrity Culture • Capitalising on star appeal / star as commodity Feminism • See previous slide Inequalities (gender) Postmodernism • Isaiah Mustafa use of celebrity out of context / new meaning / new truth • Representation of man ‘new man’(see next slide) • This idea of mixing references is referred to as bricolage (meaning jumbled). Bricolage refers to the process of adapting and juxtaposing old and new texts, images, ideas or narratives to produce whole new meanings.
Postmodernism

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Old spice

  • 1. Old Spice Advertising OLD SPICE THROUGH THE YEARS Superbowl Tide advert
  • 3. Old Spice Research Task – Answer these! Research the Old Spice Advertising Campaign ‘The Man your Man Could Smell Like’ Create a presentation to show your findings Images may be copy and pasted, but all text must be in your own words Points to cover ● History of the brand ● Aims of the campaign ● Dates and times of the campaign ● Use of social media ● Choose another Old Spice campaign and summarise the campaign Include embedded images and videos Urls of sites used for research
  • 4. Questions to answer 1. How was Old Spice traditionally advertised? Find 6 old print adverts and save them 2. What are the similarities / differences (old and new ads)? 3. How did the new campaign fit with this historical strategy? 4. Which products/companies were the main competitors and in what ways? 5. What techniques are employed in: ● The TV commercials / The print ads / The Social Media campaign 5. What social and cultural issues are raised by the campaign? 6. Who is the actor (Isaiah Mustafa) in this campaign? Why was he chosen?
  • 21. The Old Spice 2010 campaign Old Spice were losing their market share and had been seen as outdated and for old men Set on Wieden+Kennedy to remarket Old Spice Direct competition with Dove Superbowl campaign 2010 https://www.youtube.com/watch?v=Oj0taJVkpVY Proctor and Gamble’s research showed that 60% of men’s body washes were purchased by women so Old Spice 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 https://www.youtube.com/watch?v=owGykVbfgUE
  • 22. Media Strategy Target audience 12-34 men and their women shoppers Old Spice media strategy for the launch was simple: Instead of spending money on the Super Bowl, they aimed to create Super Bowl impact building awareness around it. 1 st communication layer [SEEDING]: To start building buzz with Old Spice’s fans, “The Man Your Man Could Smell Like” first appeared on YouTube and Facebook a few days before the big game. 2 nd communication layer [LAUNCH]: Next, search engines strategy played a key role, as Old Spice scooped up Super Bowl-related terms to help drive traffic over Super Bowl weekend. With these tactics in place, buzz for “The Man Your Man Could Smell Like” was climaxing just as the game was finishing. By the time the spot first debuted on television—24 hours later—many people assumed that it had actually debuted during the Super Bowl. Mission accomplished. 3 rd communication layer [ENGAGE] : Post-launch, Old Spice media strategy addressed one of the key ingredients for success: getting both sexes to talk about the campaign.
  • 23. Media Strategy Activations in environments where guys and girls would be watching together (Vancouver Winter Olympics, American Idol, cinemas during Valentine’s Day weekend) and gave them BOGOs. Video response campaign create an interactive experience in which ‘The Man Your Man Could Smell Like’; personally responded to his fans on the Internet in real time. Video response campaign. 200 personal videos to online Social Media tweeters, and to some of Twitter’s most followed people
  • 25. Watch the spoofs of the Old Spice campaign Spoofs make intertextual references What is the significance of these ads? https://www.youtube.com/watch?v=XApxFznVafg https://www.youtube.com/watch?v=onZxdodEFT8 https://www.youtube.com/watch?v=e4lRXxANBjU
  • 26. Analysing the Advert ●Aim of the print advert? ●Media language ●Representation of males ●Representation of the brand ●Psychology, which human needs is it satisfying ●Which three utopian solutions are encoded? (how is this achieved)?
  • 27. Representation ●Isaiah Mustafa 37 years (2010) ●American actor and former NFL wide receiver ●Representation of masculinity in the commercials was a key factor in the campaigns success ●He speaks directly to the female audience (look at me / eye contact) ●He represents the woman’s conception of the perfect partner ●The advert exploits and enforces images of hegemonic masculinity (preferred model of manliness) ●Scented adverts like beer commercials are a manual on masculinity
  • 29. Contexts Social Context •Social Anxieties •Inequalities (gender, race, sexuality, class) •Conflicting Social Values Cultural Context •Consumerism •Celebrity Culture •Feminism •Postmodernism
  • 30. Social Context Social Anxieties • The athletic and muscular bodies represent the male obsession with their body image thus attributing a certain body insecurity to the target audience Inequalities (race) • Black Looks by bell hooks hyper- sexuality of black bodies over white Inequalities (sexuality) • Importance of heterosexuality in constructing masculinity to sell the product to women Inequalities (gender) • Reinforcing a patriarchal society, a man who uses Old Spice will take the female viewer away, she cannot take herself ●Out of the 12 people who were responsible for creating the advert how many were men?
  • 31. Cultural Context Consumerism • In 2013, the global mass men's fragrance market was valued at approximately 9.1 billion U.S. dollars Celebrity Culture • Capitalising on star appeal / star as commodity Feminism • See previous slide Inequalities (gender) Postmodernism • Isaiah Mustafa use of celebrity out of context / new meaning / new truth • Representation of man ‘new man’(see next slide) • This idea of mixing references is referred to as bricolage (meaning jumbled). Bricolage refers to the process of adapting and juxtaposing old and new texts, images, ideas or narratives to produce whole new meanings.