old spice advertising

Notes:

• 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

How was Old Spice traditionally advertised?
The advertisement was gender stereotypical, typically Old Spice seemed to be a masculine present (Fathers Day), although the women products was created before the male however seemed to absent from 1937 on. Whilst in 1938 male products were produced. The adverts had a vintage style font with vast amounts of text. However during the 80's and 90's it switched to minimal text and colossal images - consisting of social anxieties, men with muscular physiques-.

What are the similarities / differences (old and new ads)? 
The similarities between the old and new adverts are that they both show a gender stereotype with body type and physique, they also show the sexuality inequality's. On the other hand, postmodernism is used in the new advertisements to create a new brand image to resell the product to a new audience. The idea of Bricolage to help adapt and change old ideas to form new ones.

How did the new campaign fit with this historical strategy?
Social anxieties are still used, athletic and muscular bodies represent the male obsession with their body image almost sexuality the advert for female audience and male to aspire to. The importance of heterosexuality is important in constructing the advert to be able to sell the product to women.

Which products/companies were the main competitors and in what ways?
Dove seemed to be the main competitor, as the new product as launched, the advertising was very creative and relatable helping boost sales. The previous vast audience of women creates a vast advantage as the heterosexuality of the product causes the males other halves to buy the product for them due to their personal good experiences with the products.

What techniques are employed in: The TV commercials / The print ads / The Social Media campaign
The Tv commercials use relatable content to help provide word of mouth context, this helps spread the word and increasing the sale of the product, whilst the social media pages are probably the largest media format which is very easy for a vast audience to like and share. Significant images and messages are used to help create a memory of the product which is usually done through humor in present day.

5. What social and cultural issues are raised by the campaign?
The use of athletic bodies create a sense of social anxieties, as their body images generate a desire to look like them or become insecure. The gender stereotype is still shown as it suggests that all males should look muscular and enjoy certain things in life.

6. Who is the actor (Isaiah Mustafa) in this campaign? Why was he chosen?
Isaiah Mustafa is currently an American Football player (NFL) and an American actor, he was used in this advert due his athletic physique to help attract females to the advert and help sell the product. Also it helps fight the race inequality in many advertising.