They were faced with a decision of choosing an advertising alternative that would not only meet their overall business objective, but one which would answer their advertising problem: they needed to find a strong creative campaign strategy that would drive brand growth. Taking on the body wash category and their competition head on is risky both in terms of brand reputation and monetary repercussions , but executed correctly and creatively, Wieden+Kennedy are in a prime position to continue growth of the Old Spice brand. The social media platforms are used very creatively by the brand. From these limited results I believe they are on track to increase sales with their target audience. Other products, such as body wash, also took on the Old Spice name. 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.
Old Spice has personified the brand as a Smart, Funny and Bold person. Coca Cola does this successfully every day, creating fans that are life-long loyal and passionate towards the brand. Old Spice would ask five mandatory words to be included in the jingle, but would otherwise urge contributors to explore their creative freedom. I wanted to choose a brand that kept their output fresh and funny for my project analysis. In fact, most cosmetic chemists that I know secretly wish they could make their own line. Brands with a story that are linked to place. The sales numbers were taken from June, before the social media component even launched.
Every human could be a brand. The current line up — and there are the numbers: Total them up, onwards? With the competitive landscape, the Old Spice Brand faces high competition in a saturated market with similar products. None of that might matter now, to the present consumer — but what would the reach be? The videos aren't being posted in chronological order immediately after the Tweets and comments they are in reply to. These values also strengthen the competitive position of the brand because they are instilling belief in their audience that their products reflect those values. Disadvantages: Hard to find a messaging strategy that would appeal to such a large market and group of product users.
Image Re-positioning This option takes when both the product and the target market remain unchanged. Burlington Coat Factory sells more than just coats. Consumer breakdown consisted of 56% male viewership and 44% female. According to Wieden + Kennedy, the campaign was created using a team of around 35 people working 12 hours a day for its three day duration. Developments in mobile technology promise to help brands stand out from the crowd at exhibitions and trade shows. Though they have had few ambassadors in the past, none of them talked to themselves, leave alone talk with the audience.
Recommended Course of Action Body wash is a growing market within the United States. 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. Brand overview — Old Spice I picked because I recently heard that they were so they were top of mind. YouTube's opinion leaders are those more likely to have posted an online video. Its new ads featured a straightshooting, confident man who guarantees the efficacy of Old Spice deodorant.
Fierce competition in male deodorant market 2. This type of rebranding is also done when a company simply needs to create a greater sense of brand unity across its business. Their use of social media on Facebook, Twitter and YouTube is a big strength because that is where their audience spends a lot of time. At some point, the cost of clarifying a brand becomes such a drag co-efficient that it makes more sense to start with a clean slate. 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. Determine each product's share of mind 5.
Also, these products act as branding themselves, ones wore by the consumers. While Mustafa walks and talks, the background and setting of the commercial changes and the actor never loses eye contact. I was a student at The Evergreen State College, and I was asked to offer a presentation at a networking event to support the school, as well as the offerings of Antioch University. The strength of having the Wolfthron commercial aired in Alaska is not only their high percentage of male population that may watch the super bowl but their association with the wolf as a native predator. Economic recession has decreased consumer purchasing power 3.
Old spice understands that men have a need not only to smell good, but also do so in a sophisticated masculine way, which is their key insight. After 20 years of serving as president of the Shulton Company, George made the decision to sell the company to a chemical manufacturer named American Cyanamid in 1970. Characteristics of Brand Positioning Brand positioning strategy is important to develop in order to get to number one in a customer's mind for your products or services. Expansion in emerging markets 2. With presence of many competitors in already available markets, Old spice is expanding in other regions, including Latin America. Utmost care has been taken in the analysis of the brands. .