Studying the site modeling for the Facebook applications — and the tweeted and community messaging — there are conversations happening. Old Spice products This brand has a number of products including body wash, anti-perspirant, deodorant, body spray, bar soap, hair care, shaving gel, shaving equipment, and fragrance. A cursory read of these Tweets were found to be extremely positive, which probably comes as no surprise. Born out of a desire to trump a Dove Men+Care Superbowl ad, what made it a success was its new approach to rejuvenating an old brand. Reasons for Rebranding Proactive Rebranding: Sometimes a company sees a reason to rebrand to seize an opportunity or thwart potential threats in the future. Old Spice could challenge consumers to save as much facial hair as possible through November and then encourage them to shave it off and send the facial hair back to Old Spice December 1 st. This would look something like this: Make it easier to interact with the brand: All though the YouTube campaign generated massive interest, not everyone feels comfortable uploading videos to YouTube.
What Old Spice did differently, is that it targeted the most highly popular and influential Social Media users directly — their videos spoke to individuals, and this generated their interest, and helped to make their campaign an incredibly viral success. In a social media environment, consumers tend to rate attention and praise higher than a tangible prize. Prior to their 2010 Super Bowl commercial, Old Spice had been known as a company that sells deodorant and body wash to your grandfather. The company supported its video campaign with traditional advertising. The ads use problem creation because they are showing an ideal and dominant state for a male to aspire to and creating a gap in the consumers mind.
Other products, such as body wash, also took on the Old Spice name. Vimeo and YouTube offer ways to monetize videos. These had been launch to expand in the horizontal direction, to cover a wider range. Recommended Course of Action Body wash is a growing market within the United States. Axe has not only stopped growing. Old Spice has a wide range of Shower products, Shaving Cream, Shower gels, after save lotions, Shampoo etc in its marketing mix product portfolio.
The traditional white glass bottles gave way to plastic, grey stoppers to red. Your biggest challenge would be getting the right color and ensuring that the fragrance was stable. A general theme makes it easier to create regular content. This will include a look at the packaging, positioning, claims, products and the formulas. The ways Old Spice both targeted a plethora of consumers and had the ability to reach those consumers are impressive and intriguing.
Super Bowl undoubtedly had a massive reach of over 100 million consumers. Behind the curtains of Old Spice's Viral Video Mega Hit. W+K had the male model in the video on standby against a green screen to record instant, polished responses to tweets and Facebook comments. This could be anything from a shout-out to a mother, congratulations, a self-approval statement or a marriage proposal. The same process would ideally be followed again as creatives from Wieden+Kennedy develop their second campaign for the Old Spice brand. Brands like Gillette, Axe, Dove, Degree and others all compete on the basis of odor blocking deodorant, body spray and shower gel.
The brand had a managerial value in that it offered an opportunity for brand extensions in the broader category of grooming products. A long-term successful social strategy including the measures described should have been implemented and would have kept the momentum of the Old Spice Campaign for years to come. During this time, the Old Spice product line began expanding as well, as they began offering new Old Spice scents Basenotes. To avoid expanding the marketing budget by regularly creating content featuring the main character Isaiah Mustafa, Old Spice should opt for more user-generated content. It made perfect sense for Old Spice to target their message to women who may have a part in creating demand, driving the purchase and acceptance.
In 1993, for example, the Old Spice High Endurance deodorant was introduced. This demonstrates just how dependent the success of any cosmetic is on the marketing of the brand. If so, share the ups and downs of your experience so others can benefit. They leveraged Twitter, Facebook, Reddit and blogs. Old Spice Reaches Out Because of the way Old Spice markets itself, it has an intriguingly diverse consumer base.
This very masculine brand could have tried the route of the sports-oriented Right Guard or the womanizing of Axe Body Spray. Radio Shack remains mentally tethered to an old technology and a dilapidated building. Similarly to the beginnings of the Swagger campaign, this alternative would see promotion and rebranding of a different scent within Red Zone product line. When a major company produces an advertisement, they use an array of different strategies and techniques in order to capture the audience into buying their product. Since Old Spice began work to change their image, the shift in brand community was noticed by many, some jokingly noting the transformation from the brand your grandpa smells like to the brand your boyfriend might smell like too Ashy. To create a successful cosmetic product you need to create a cosmetic brand. Brand Repositioning and Types of Brand Repositioning Brand Repositioning is changing the positioning of a brand.
This allows it to charge higher prices for some of its products which offer uniqueness, in their experience and usage. But what is it about these ads that make them so appealing? However, now they wanted to engage their fans more through social media. It helps ensure a video will go viral. Strong advertising and brand presence 6. One way that Old Spice achieved this is by using a mix of marketing appeals that the younger generation responds well to.