the big issue analysis

old spice

Lucozade

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- was becoming outdated and for old men.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. 

lucozade

Lucozade-

* Created 1927 as Glucozade- meant to give energy to the sick 

* Renamed Lucozade in 1929

* 1983- rebranded as sports drink and not a health drink.

Campaign-

£4 million campaign

GlaxoSmithKline consumer healthcare- owners of Lucozade In Jan 2013

Lucozade sold to Suntory in sept 2013 for £1.35b

Ad stars- Gareth Bale (spurs) and Alex Oxlade Chamberlain (Arsenal)

Campaign banned in Jan 2014 by ASA as it failed to show that it only had benefit during prolonged exercise. 

cultural context-

・Consumerism- The total value of the of the soft drinks market in the United Kingdom  is around £15 billion

Gareth Bale use of celebrity, representation if man 'new man'

・Celebrity culture- Capitalising a star appeal/ star as commodity. 

Lucozade Advert- 

・'scientifically proven'- explaining the better results you will have from the drink

・Target audience is sports people-anyone wanting to be fit and have attracted the audience due to well known sports star 'Gareth Bale'. 

・Masculine, focus, strength, determination, 

・Human need- happy, energetic, performance increase, success.

・Do you believe? Yes,  and Scientifically proven- much better than water, brainwashing audience.  

・The colour scheme of the advert is mainly blue and yellow with parts of black and white. The blue and yellow are the exact same shades used on the packaging of the product which make it explicitly clear that the product on sale is Lucozade Sport. The blue colour scheme is also carried over onto Gareth's eyes, the blueness of his eyes appears enhanced to match the background of the advert. 

・ The play on words ' in a different league' could reference a football club, but also that the drink is better than the others because it is 'in a different league'. 
・ Lucozade sport is targeted at people who do sport, as suggested by the name and the use of a famous sportsman (Gareth Bale) is a footballer it may be more specifically targeted at footballers as well as the general sporting community. 
・At the top right of the page the advert references the company that Lucozade is owned by : GlaxoSmithKine. 

advertisement- paper 1 section b

Three set products, exam requirements- 

* Old spice

* Lucozade 

* Charity advert (shelter)

What is marketing?

* create awareness of an issue etc
* create interest in the product or issue
* generate desire to buy or use the product

The four p's-

Price, Promotion, Product, Placement 


Unique selling point (USP)- 

marketing involves identifying the use of the media text.

copy- written explanation of the product. Analysis based on what it says, placement of text, font type and sizes, colour.

Slogan- phrase that describes the benefit of the product the products most important attribute.

logo- a symbol or small design adopted by an organisation to represent the brand.

Analysing an advert?

* aim of print advert
* denotation connotation
* media language- camera shot, mise en scene , typography
* representation of males/ females/ themes/ brand
* psychology- what human needs is it satisfying