It became relevant enough to even provoke Halloween costumes see costume 16 , costume 1 , costume 5 and parodies see parody Many consumers did not understand the change in spokesperson, Mustafa was quite well recognized as the icon for the brand and Fabio seemed like a peculiar replacement. For Old Spice, they invoke this attitude to sway women to consume this product because their man smells either incorrectly feminine or generally poorly and Old Spice products can fix that.
It makes sense that Old Spice would start to market towards consuming women. Women are purchasing the majority of household products, they are the ones deciding what comes into the home and deciding how their home will affect their identities so it makes sense to market Old Spice towards the home-makers as well as the final users of the product.
It is obvious Old Spice puts in time, money, and energy on their advertising and the costs and notions of the brand reflect that. There are very few types of consumers that Old Spice intentionally does not appeal to, however, there are demographics they put in less effort to reach and attract.
That is not to say that they try to avoid this kind of purchaser; it is that they focus on consumers that put consideration into their consumption practices and do not rely on factors like convenience, price, and function.
Holt then explores what separates the consuming practices of those with high cultural capital from those with low cultural capital and finds that purchasers with low cultural capital tend to appreciate functionality and practicality over abstraction and subjective tastes Holt, 7.
By creating a brand ideology and concept around the consumption of their products, in addition to the price inflation brought on by a high advertising cost, Old Spice might not appeal to consumers searching for practicality in their products.
While soap and deodorant are useful products, it is cheaper link to purchase Suave than to purchase Old Spice. Yet Old Spice is still not the most expensive. So while the kind of guy who speeds through the aisles of Duane Reade, consuming generic brand soap, deodorant, toilet paper, and maybe even Nice! Old Spice purchases must be willing to pay more for a product with a brand history or ideology behind it because of the many advertisements Old Spice pays for.
Consumers of high-brow bath products tend to be women so it seems unlikely that Old Spice would attract any similar clientele. As Old Spice attempted to grow, they needed a campaign that would resonate with different audiences. To each target audience it can carry a different meaning but saves the company money by not doing so through multiple kinds of campaigns. De Certeau explains that every individual can both add meaning, and find his or her own, in shared objects.
De Certeau explains how one ad could connote these multiple meanings to different users very clearly. Their consumer identity became very interesting as it encompassed both male and female consumers into their target demographic. They did that while still managing to appeal to general male consumers that purchased body washes and deodorants from stores like Walgreens over department store brands.
Old Spice used to be known as an "old man product," but with the help of innovative and fresh, young marketers; the company rose back to life. Old Spice began to target directly with their "the man your man could smell like" campaign -- using Isaiah Mustafa who helped to connect to a younger generation.
Cost : creating a new,. Competition : Axe has been Old Spices' biggest competitor since they debuted in the US in -- Old Spice must continue to focus on the younger generation to keep up with sales. Updated: Oct 5, Tales of rebranding success stories are few and far between, which is what makes the successful ones worth heralding. Soraya writes, how in Old Spice introduced a new campaign after decades of the same message. The 75 year old company was able to use social media to reinvent and sustain itself.
Soraya writes that the brand was known as the brand your grandfather smelled like. This association with an older demographic made it hard for them to reach individuals younger than By other competing brands had gotten into male body wash causing their sales to decline further. The article discusses how in Unilever announced that they would be rolling out a huge campaign which would be aired during the Super Bowl.
Old Spice needed to respond in kind in order to keep the market share they already had. The company decided they would try to create excitement among younger target groups, and seek to win the buzz during the Super Bowl and increase their market shares. Soraya writes that the three objectives for the Old Spice campaign were:. Appeal their product to a younger target group.
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