Old Spice

- Founded in the 1940's.

- product that children would buy for their fathers- good gift for people.

- firstly introduced for women- 1937

- introduced for men- 1938

- 2012- iconic clipper ship logo replaced with a yacht and targeting changed to young demographic segment. 

The old spice campaign 2010- 'THE MAN YOUR MAN COULD SMELL LIKE'

- was becoming outdated and for old men.

- set on Wieden + Kennedy to re market. 

- direct competition with 'Dove' Super Bowl campaign in 2010. 

- Proctor and Gamble's research showed that 60% of mens body washes were by women so old spice needed to attract female shoppers. 

- Many products on the market lacked masculine credibility so old spice could work on the idea of smelling like a man. 

Target audience- 12-34 men and their women shoppers. 

old spice media strategy for the launch was simple; instead of spending money on the Super Bowl, they aimed to create Super Bowl impact building awareness around it. 

・1ST communication layer- (SEEDING)- start building buzz with old spice fans 'the man your man could smell like'. 

・2nd communication (LAUNCH)- next, search engines strategy played a key roles people thought that super bowl had launched it just because they did it all round super bowl.

・3rd communication (ENGAGE)-  post launch, old spice media strategy addressed one of the key ingredients for success, getting both sexes to talk about the campaign. 

Youtube- 10 million views

Facebook- 55000 fans

old spice.com- traffic increased 9 times. 

social anxieties- 
- the athletic and muscular bodies represent the male obsession with  their body image thus attributing a certain body insecurity to the target audience.

inequalities (race)- 

- black look by bell hooks hyper- sexuality of black bodies over white.

(sexuality)

- importance of heterosexuality in constructing masculinity to sell the product to women.
(gender)
-reinforcing a patriarchal society, a man who uses old spice will take the female viewer away, she cannot take herself.