Product/Client/Industry Summary:
Old Spice is a Procter & Gamble brand competing in the beauty industry of consumer goods,
which provides deodorant exclusively for men to prevent body odor and reduce perspiration.
The brand offers a variety of scents that are categorized in collections such as “Classic,” “The
Long-Lasting Stick,” “Wild Collection,” “Fresh Collection” and “Red Zone Collection.” Each
collection’s sticks are designed in theme. The Classic collection sticks are made in the brand’s
traditional solid bright red color and the Long-Lasting Sticks are made the same with ribbons
corresponding to each scent. More elaborate stick designs include the Wild Collection- a silver
stick with animal illustrations corresponding to each scent, the Fresh Collection- a beige stick
with nature scenery illustrations, and the Red Zone Collection- a shiny red stick with various
decorative shapes.
The various scents have a high endurance and are meant to smell fresh. Some last as long as 12
hours and others, such as the Red Zone Collection, can last up to 24 hours. The deodorant also
prevents clumping and streak marks on clothing. The prices vary from $2.00 to $4.00 and are
available in many drug/grocery stores across the country, as well as online.
Proctor & Gamble, the parent company of Old Spice, is a consumer goods company founded in
1873 and is based in Cincinnati, operating on the New York Stock exchange. It produces goods
for industries such as pet food, personal care, home care, and pharmaceuticals. The company
generated $85 billion dollars in sales for 2013 and landed the 28th spot on the Fortune 500 list.
Johnson & Johnson, the Kimberly-Clark Corporation and Unilever are its top three competitors.
Proctor & Gamble acquired Old Spice, which falls into the grooming and personal care industry,
from Shulton Inc. in 1990. Some of its top competitors include Degree and AXE, both owned by
Unilever.
Target Audience:
In its early years of production, Old Spice used imagery of sailors to advertise itself as a men’s
product for the older generation. In recent years it has used a humorous television ad campaign
as well as a viral web and social media presence to attract the younger generation. Its target
audience is now men ages 18-34 who are considered hip, athletic, and embrace their masculinity.
One deodorant in particular called ‘Game Day’ is advertised as “long-lasting for 24 hours of
‘handsome-smelling quarterback smell.’” The humorous commercials play on these common
expectations and insecurities of men in today’s society by using attractive, fit young men to sell
the product. These commercials also target women due to the common belief that women make
most household purchases. A campaign entitled “The Man Your Man Could Smell Like”
launched online during the Super Bowl weekend of 2010 and almost instantly made its way onto
television and print due to its success.
Benefits:
By wearing Old Spice deodorant, a man’s perspiration and body odor will be minimal for at least
half of the entire day. It will also eliminate unpleasant deodorant tendencies such as clumping
and white streak marks on clothing. Most importantly, a man’s confidence and masculinity will
be maximized and, as a result, his overall appeal to women will increase.
Current Brand Image:
The product projects the image of the desired hip, masculine lifestyle. Men who use this product
are manly men who are strong, confident, and witty and attract the opposite sex. This image
should be maintained through the use of clever advertisements, which use humorous, attractive
actors to portray this image. Men who use this product say it is “really strong and very affective,
and the fragrance isn’t overpowering.” They also say it “glides on smoothly without leaving the
white telltale streak” and that their wives “love the way they smell” as well.
Desired Brand Image:
Individuals in the 18-34 age range should discuss the product similarly to how they do now. Old
Spice deodorant is comfortable to wear and has a scent that lasts throughout a day of manly
activities and will not reveal the evidence on clothing. It makes men feel better about themselves
and women feel better about their men.
Direct Competitors:
1. Degree men’s deodorant also appeals to the typical athletic male and is intended to endure
over an extended amount of time. Its advertisements usually depict active men playing sports
and often feature professional athletes such as Kevin Durant. Their ‘Adrenaline Series’ uses
MOTIONSENSE technology to release additional scent protection corresponding to one’s
movements.
2. AXE men’s deodorant appeals to the same young age group that Old Spice does except do so
by primarily using the aspect of sex appeal. Their slogan, “The cleaner you are, the dirtier you
get,” insinuates the idea that its fresh scent will immediately attract good-looking women. Its
advertisements are typically humorous and make indirect sexual references. One commercial in
particular entitled “Clean Your Balls” features attractive women demonstrating how to clean
men’s sporting equipment.
3. Gillette’s Right Guard men’s deodorant also appeals to athletic individuals and offers an
astounding 48-72 hours of “unparalleled protection.” Its advertisements also feature professional
athletes, such as Kevin Love, and display men doing sporting activities. The product also takes
pride in its dry and clear application, which provides an “extra competitive edge.”
Indirect Competitors:
1. Dial For Men soaps and body washes provide a deep cleaning experience with a long-lasting
scent for active men. Dial’s body washes, such as ‘Full Force,’ are advertised to make men
“look good and smell great- but like a manly guy” after showering. These products are used for
cleaning purposes in the shower versus preventing perspiration throughout one’s daily activities.
This product is priced slightly higher than Old Spice Men’s deodorant due to its larger volume
bottles.
2. Dove Men+Care body wash provides long-lasting odor controls up to 24 hours and uses
MICROMOISTURE technology to clean men’s skin while preventing dryness. This product is
also priced slightly higher than Old Spice deodorant due to its larger volume bottles.
Advertising Goal:
To continue to remind existing customers and convince members of the target audience that by
using Old Spice deodorant, one will become more hip, manly, confident and more attractive
overall.
To continue to remind existing customers and convince members of the target audience that by
using Old Spice deodorant, one will smell fresh for an extended period of time and keep their
clothes free of sweat or white marks while maintaining an active lifestyle.
Strategic Message:
Active men should by one of the various scents of Old Spice deodorants to maximize their
coolness, masculinity and sex appeal while smelling and looking fresh over an extended amount
of time.
Features and Benefits:
Old Spice brand -- trust in enduring, quality products
Old Spice witty and informing advertisements -- sense of hipness and masculinity
Variety of long-lasting scents -- fresh smell for an optimal amount of time; female attraction
No-show application -- clean clothes free from sweat stains and white marks; female attraction
References:
1. http://oldspice.com/en-US/products/by-type/deodorant/
2. http://www.hoovers.com/company-information/cs/companyprofile.The_Procter__Gamble_Company.89fae93ad9ab54d7.html
3. http://en.wikipedia.org/wiki/Old_Spice
4. http://en.wikipedia.org/wiki/Axe_%28brand%29
5. http://www.instant.ly/blog/2012/07/how-old-spice-got-a-new-image/
6. http://www.youtube.com/watch?v=TeQ4C0rXqrk
7. http://money.cnn.com/magazines/fortune/fortune500/?iid=F500_lp_header
8. http://www.amazon.com/Old-Spice-Collection-Invisible-Anti-Perspirant/productreviews/B003F8Q3UU
9. http://www.degreedeodorant.com/en/men/products/adrenaline-adventure
10. http://rightguard.com/products
11. http://www.dialsoap.com/line/dial-for-men
12. http://www.dovemencare.com/Products/Body-Face-Wash/Odor-Guard-Body-And-FaceWash.aspx