Old Spice Advert

• Old Spice is an American brand of male grooming products encompassing deodorants and antiperspirants, shampoos, body washes, and soaps. 
• It is manufactured by Procter & Gamble.
• Originally launched as Early American Old Spice by William Lightfoot Schultz's soap and toiletries company, Shulton Inc., in 1937, it was first targeted to women, with the men's product only being released before Christmas at the end of that year.Over time as the men's products found more success it began to focus exclusively on those. 
• Old Spice now sells male grooming products including antiperspirant/deodorant sticks and body wash
• An advertising campaign developed by Wieden + Kennedy in 2010 featuring Isaiah Mustafa became popular after the first advertisement, titled The Man Your Man Could Smell Like, went viral. Following this campaign, Old Spice introduced Fabio Lanzoni to challenge Isaiah Mustafa for the Old Spice Guy title in an online advertising campaign.
• After the success of “The Man Your Man Could Smell Like”, Old Spice released, “The Response Campaign”. Over the course of two and a half days, the brand filmed one hundred and eighty-six videos featuring Isaiah Mustafa engaging in conversation with fans and celebrities. The campaign earned over 40 million views after the first week, was viewed more times than President Obama’s 2008 acceptance speech, and led to Old Spice securing the spot of #1 all-time most viewed branded channel on YouTube.
• Old Spice has partnered with the NFL and featured football stars including: Ray Lewis, Greg Jennings and Wes Walker in various TV and digital campaigns. In 2012, former NFL player Terry Crews was featured in the brand’s viral hit “Muscle Music”. The interactive video allowed people to make music through different musical instruments rigged to corresponding muscles on Terry’s body.
• In 2013, Old Spice launched a series of TV commercials in India titled "Mantastic Man" starring supermodel and actor Milind Soman.
• The commercial “Momsong” went viral in 2014 as a part of the brand’s Smellcome to Manhood campaign.
• The Make A Smellmitment commercials with Isaiah Mustafa and Terry Crews debuted in 2015, promoting Timber (or Swagger) and Bearglove.
• In early 2016, Old Spice introduced a new brand character, the Legendary Man, with two TV commercials “Rocket Car” and “Whale” to launch the Hardest Working Collection. Old Spice also launched a series of digital infomercials with Canadian actor Steven Ogg. In Early in 2016, the brand introduced two additional Old Spice characters, actors Thomas Beaudoin and Alberto Cardenas, in an advertising campaigns for the Red Zone product collection.
• In the 1970s, Old Spice shifted from being a shaving brand to a fragrance brand by introducing signature scents like Old Spice Burley.
• In June 1990, Procter & Gamble purchased the Old Spice fragrances, skin care and antiperspirant & deodorant brands from the Shulton Company. Throughout the 2000s, Procter & Gamble introduced many forms of deodorant, body washes, and body sprays in several scents under the Old Spice name.
• Old Spice's buoy-shaped bottle cologne has been its staple product, available in its original scent as well as newer Pure Sport. In 2006, Old Spice introduced a fragrance, OS Signature, which won the magazine FHM 's 2006 Grooming Award for Best Sporty Fragrance. Old Spice Red Zone products include a "Scratch-and-sniff" version of the Signature fragrance. Old Spice launched the Hardest Working Collection in 2016 with antiperspirants and body washes, offering the best protection and performance yet from the company.
• In 2014, Old Spice expanded its product line-up to men’s hair care with the introduction of shampoos, conditioners and styling products. These products included:
• Gel
• Putty
• Pomade
• Paste
• Wax
• As of 2016, Old Spice has six main lines of grooming products and each line features a variety of products and scents:
• Classic Collection (scents include Original and Classic)
• Wild Collection (scents include Bearglove, Wolfthorn, Hawkridge, Foxcrest, Lionpride and Krakengård)
• Fresher Collection (scents include Timber, Fiji, Denali, Amber and Citron)
• Red Zone Collection (scents include Swagger, Desperado, Aqua Reef, Champion, and Live Wire)
• High Endurance Collection (scents include Pure Sport, Original, and Fresh)
• Hardest Working Collection (scents include Lasting Legend, Pure Sport Plus, Stronger Swagger, Tougher Timber, Fresher Fiji, Extra Fresh and Steel Courage)
• Related Brands: P & G, Braun, Gilette, and Head and Shoulders

Product Context

• Originally launched as Early American Old Spice by William Lightfoot Schultz's soap and toiletries company, Shulton Inc., in 1937, it was first targeted to women, with the men's product only being released before Christmas at the end of that year
• Over time as the men's products found more success it began to focus exclusively on those. Old Spice now sells male grooming products including antiperspirant/deodorant sticks and body wash.

• According to Nielsen, sales of Old Spice Body Wash—the line touted in the Wieden + Kennedy-created campaign—rose 11 percent over the past 12 months and since the effort broke in February, sales seem to be gaining momentum.
• Over the past three months, sales jumped 55 percent and in the past month, they rose 107 percent, also per Nielsen. Recent sales figures from SymphonyIRI  also show a lift for Old Spice Body Wash products. The disclosure of Nielsen data, which is usually not made public, came after a report in Brandweek that cited SymphonyIRI data for the product featured in the campaign, Red Zone After Hours Body Wash. (At the time of the article, P&G and Wieden declined to give out any information about sales of the product, even in a general way.)
• Sales of Red Zone fell 7 percent for the 52 weeks ended June 13, according to SymphonyIRI. (Dollar sales for all Old Spice Body Wash products rose 8.2 percent for that period, also per SymphonyIRI.) 

The campaign featuring TMYMCSL (“The Man Your Man Could Smell Like”), cast by former-football player Isahaia Mustafa, quickly became a phenomenon and received significant attention due to its clever use of humor, originality and unanticipated storyline. Within the first three months of 2010 the brand captured 75% of all conversations generated in the category with over half of the conversations generated by women. In a few weeks everyone was talking about the man your man could smell like; attracting attention from talk show hosts like Ellen DeGeneres and Oprah Winfrey to hundreds of “Old Spice” impersonators and parodies on YouTube.
Old Spice quickly reacted and wanted to maximize the additional “free” attention they were receiving. However, now they wanted to engage their fans more through social media.  They decided that  “The Man Your Man Could Smell Like” would interact with users on a more intimate and personal level, urging fans and celebrities to post comments and questions on Twitter, Facebook and Reddit. At the peak of their buzz Old Spice gathered a creative team, digital strategists and development producers for two and a half days. During this time they created 186 specifically tailored responses on YouTube ranging from anonymous users to interactions with celebrities with large fan bases.  The “Response Campaign” successfully engaged and attracted additional attention from their target segment and became the fastest growing and most popular campaign in history. In only one day, the campaign attracted more than 5.9 million YouTube views, surpassing President Obama’s victory speech. Within a week, the campaign harvested more than 40 million YouTube views. As a result, the brand expanded their Twitter fan-base with 2700%, boosted their Facebook fan interaction by 800%, increased their website traffic by 300% and became the #1 all-time most viewed branded channel on YouTube. During the six months of the campaign, they generated more than 1.4 billion impressions. Old Spice body wash sales increased 107% compared to the last year, turning the once dated brand into the number one body wash for men.


http://www.isabellekringnes.com/old-spice-case-study/


Competition: Axe, Rightguard and Gilette

Segment	Men aged between 16 to 40 who shop for personal grooming
Target Group	Men who have active lifestyle and  are outgoing and confident
Positioning	It is a product for people who are man or like to be man

News articles: Old Spice is sued for $5million after customers claim their deodorants gave them chemical burns and rashes, Old Spice Argues That Real Men Smell Good, Old Spice's 'the man your man could smell like,' Isaiah Mustafa, gets big break with hit commercial, Old Spice Man Marketing, Redux: What Went Right–and What Did Not






Notable Rebranding:
The Old Spice Swagger campaign, which was the 2010 Silver Effie Winner, kicked off in 2008 when Old Spice realized they had to pick up their game if they wanted to compete with new younger men’s products, specifically Axe. When Axe entered the scene they turned the industry on its head – instead of focusing on the effectiveness of their product as an odor blocker, Axe promoted themselves as the product to buy if you want to attract the ladies. Old Spice, who had been standing by their 1-800-PROVE-IT campaign (try it and if you don’t like it, just call 1-800-PROVE-IT and we’ll buy you a stick of yours!), bit the dust.
To make matters worse, Old Spice’s “Glacial Falls” scent was performing horribly. It was the worst performing scent in the Old Spice portfolio and was in danger of being discontinued, losing the company precious shelf space. The company decided that they wanted to rebrand and re-launch “Glacial Falls” to save the scent, and give the brand a boost. They went to Wieden + Kennedy for help.
Old Spice wanted to keep the “Glacial Falls” scent, but totally rebrand it. Their target was young guys between the ages of 12 to 34, to compete with Axe. They were aiming to reach an audience of guys who want to smell great, but not to take themselves to seriously. Old Spice had created a niche for itself as a product for older, more serious men and they wanted to move away from that.
The objective of the rebranding campaign was to double the sales of “Glacial Falls”. They surpassed this goal, but we’ll get to that later. The Old Spice Swagger campaign featured traditional print and television executions (which also made their way onto YouTube), as well as a hugely successful online campaign at SwaggerizeMe.com. All aspects of the campaign showed off the brand’s new look and attitude and were a huge success.

1955 - Imagery of boats suggests that the target audience is the elderly gentlemen. The ships were a trademark of the brand, and the original ships on the packaging were the Grand Turk and the Friendship. Suggets that the target market for the brand is fathers and grandfathers.

Modern adverts focus more on young males, suggesting that theyre aiming at a younger demographic. Furthermore, it suggests that by using the brand, you can look like the muscular men shown in the ads.It also displays a confidence, and suggests that by using the variety of aftershaves and deodarents, it suggests that the products bring confidence.