Image

Old Spice, ‘The Man Your Man Could Smell Like’.

Figure 2: Smell Like a Man, Man

Figure 1: Smell Like a Man, Man

The brand Old Spice was established in the year 1938, it’s a brand that had predominantly been associated with elderly gentlemen, but in 2008 this all changed. Today Old Spice is one of the most recognisable deodorant and body wash brands on the planet (O’ Neil, 2010). In 2008 Old Spice partnered up with advertising agency Wieden + Kennedy and created a series of successful marketing campaigns including ‘The Man Your Man Could Smell Like’. The campaign was a huge success, revamping the brand identity through effective ‘Integrated Marketing Communications’ (IMC). By the end of the campaign Old Spice easily accomplished their goal of increasing sales and re-positioning its brand identity, inspiring a whole new demographic of Old Spice users (Watson, 2010).


Bibliography

M, O’Neill (2010) Socialtimes Available at: socialtimes.com/how-old-spice-swaggerized-their-brand-and-men-everywhere_b18042 (Accessed 4 July 2014)

B, Watson (2010) Dailyfinance Available at: www.dailyfinance.com/2010/07/16/smells-like-viral-advertising-old-spice-through-the-ages/ (Accessed 4 July 2014)

Image & Video Reference

Display Image (2012) Thedrum Available at: thedrum.com/news/2012/04/02/procter-gamble-worlds-biggest-channel-hopper (Accessed 4 July 2014)

Figure 1 (2010) Huffingtonpost Available at: http://www.huffingtonpost.com/2010/06/30/old-spice-pitchman-now-on_n_630837.html (Accessed 4 July 2014)

Old Spice. 2010. Old spice the man your man could smell like. Available: https://www.youtube.com/watch?v=owGykVbfgUE (Accessed 12 July 2014).

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