Ross Thomson MKTG 350_4 11/29/2023 https://www.youtube.com/watch?v=owGykVbfgUE The commercial I have chosen is an Old Spice commercial from 2010 called The man Your Man Could Smell Like. In the commercial the spokesman introduces a new good from Old Spice in the form of a scented body wash. In the commercial there is no mention of price, though it would have been known at the time that old spice was a mid to low tier priced product producer and the ad indicated no shift to being a more high-end product. The ad makes no mention of where to purchase the product though, again, old spice having been an established brand most consumers would be familiar with where to purchase their products. The promotion itself is a short 30 second add, in which a new Old Spice spokesman addresses the women watching telling them that their man could smell like the spokesman. The spokesman himself is key to the promotion working as it hinges on not only the women watching liking him but the men as well. The ad was released on 02/04/2010 first online then as a television commercial on 02/08/2010. The ad is a bit of an anomaly as it aims to sell not to its target market but, rather, the partner of the target market. Though the target market was men in their teens and 20’s the spokesman in the ad is addressing women directly, hoping, that though they won’t be the ones using it they will purchase it for the men in their lives. In the early 2000’s Proctor and Gamble, Old Spices parent company, started selling off cosmetics and grooming brands they deemed to be slow growth, it was believed that old spice had been considered for sale if they failed to show the potential for growth. Though old spice had been a successful brand it was mostly sold to older men and was seen as coasting on its past success. In 2006 Proctor and Gamble awarded a new advertising agency the account for Old Spice. Prior to Wieden & Kennedy's take over of the account most of the advertising had been focused on keeping the products main consumers, males over 30. With the switch to W&K the decision was made to go for a rebrand, attempting to capture a younger target market. Though care was taken to try and keep the older user by [Type here] reverting to an old logo to accompany the rebrand. At the time the men’s grooming market was just beginning to emerge and it has now transformed into a $115 billion a year market. The ad also had the benefit of being an early viral video, with W&K having released the ad on the internet prior to its broadcast debut. There were competitive reasons for the rebrand as well with new entries to the male grooming market such as Axe making big gains in the target market Old Spice wished to capture. The add itself is very well done, it makes use of camera tricks and fun action to aid in the rebrand. The key to the ad is a man named Isaiah Mustafa. Isaiah was a former football player that appears shirtless before being transported to different locations. Isaiah’s physical appearance is important to the ad as it is trying to capture the eyes of women viewers, but it was also important that the new spokesmen be seen as cool by the men viewing the audience as well, which he is able to do. The campaign was highly successful with another three ads featuring Isiah following shortly after the release of the ad. The rebrand of Old Spice itself has also been a massive success with Old Spice able to successfully bridge the gap between attracting a new younger while still able to maintain their current product users. Old Spice has also been successful in viral marketing with several of the following ads, especially the ads featuring a spokesman named Terry Crews, going viral. [Type here] Works Cited CampaignUK. (2013, July 23). Old spice moves account to W&K. Campaign UK. https://www.campaignlive.co.uk/article/old-spice-moves-account-w-k/541231 The history of Old spice. The Razor Company. (n.d.). https://www.therazorcompany.com/blogs/history-of-wet-shaving/the-history-of-oldspice#:~:text=In%20the%20late%202000s%2C%20Old%20Spice%20underwent%20a,old er%20men%20and%20appeal%20to%20a%20new%20generation. Reno, M. (2023, March 26). How old spice rebranded into an advertising sensation. Brand Outlaw. https://thebrandoutlaw.com/old-spice-rebrand/ Wikimedia Foundation. (2023, June 21). The Man Your Man Could Smell like. Wikipedia. https://en.wikipedia.org/wiki/The_Man_Your_Man_Could_Smell_Like
