Old Spice Analysis

A well thought out and produced advertising campaign can resurrect a decaying brand, and give it a completely new identity. A poorly produced, unsuccessful campaign can forever associate the brand with something negative or laughable. “Smell Like a Man, Man” campaign for Old Spice is an outstanding example of how a brilliant campaign can change a brand. Before the “Smell Like a Man, Man” campaign Old Spice was relatively unpopular, especially with young male consumers. The brand that was originally launched in 1937 (En.wikipedia.org, 2017) seemed outdated and irrelevant, while younger consumers were after something entirely new, not associated with old-fashioned generation of their parents.

The “Smell Like a Man, Man” was created by an American …show more content…
Therefore, consumers are attracted to the image of a perfect male, rather than the product itself. Audience is encouraged go and buy the product, regardless of what it is, in order to be closer to that image and to be able to relate to it. Women will be driven by the desire to change the image of their partners, in order to be closer to the ‘perfect’ image. While men will purchase the product in order to be closer to the ‘perfect’ image as well, so they would appear to women …show more content…
It wasn’t the typical look at all of these random features of body wash or deodorant, attempting demonstrate how effective it is with overlaid graphics and terms that don’t mean anything to the consumer. Instead, “Wieden+Kennedy” chose to create a personality that the audience would like and want to associate with. They don’t focus on the product so much as they do the personality and the attitude behind it, and in doing so they created a persona for the audience to not only relate to, but