old spice presentation 972003[1]

8/3/2019 Old Spice Presentation 972003[1]

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Mike Gross

Brenda Adams


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History

The Old Spice brand has beenaround since 1937.

It was originally manufacturedas an aftershave by the

Shulton Company founded byWilliam Lightfoot Schultz. Theyestablished a nautical themefor the product with colonialsailing ships as a trademark.

Proctor & Gamble purchasedOld Spice in June 1990. Theyrecently introduced manyforms of deodorant sticks,body washes, and bodysprays in a variety of scents.
http://www.youtube.com/watch?v=9t0z04Qz61Q&feature=related


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Deteriorating Brand Image

Old Spice found itself losingmomentum over the pastfew years as Axe groomingproducts, owned byProctors rival Unilever,have been experiencingrapid growth.

In the 90s they saw theirbrand image wasdeteriorating, seen as lesssexy. Who wants to smelllike their grandfather whenthese other ads arepromising instant femaleattention?


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Wieden & Kennedy

To appeal to a younger crowd (12-34) andcompete with the new body sprays. Proctor &Gamble invested an estimated $100 millionwith Portlands Wieden & Kennedy agency.

Wieden & Kennedy are known for theiroffbeat campaigns for Nike, ESPN, Targetand Miller High Life.

Wieden & Kennedy have the capability andexpertise to appeal to younger audiencestalking with them as opposed to at them.according to Carl Stealey, the Old Spicebrand manager.


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Experience Is Everything

After landing the Old Spiceaccount Wieden &Kennedy started theExperience Is Everythingcampaign relying onHeritage and Humor.

To differentiate themselvesfrom Axe, W&K have takena different angle towardsthe same niche by usingthe Old Spice brand legacyas a benefit rather than aburden. The product isauthentic rather thantrendy, masculine ratherthan metro and old schoolrather than just old.
http://www.youtube.com/watch?v=Af1OxkFOK18


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Experience Is Everything

They have linked the brand to worldlyexperience, and stated that its users are notswayed by fashion but by quality.

Masculinity and classiness is stronglyemphasized in both their print ads and TVspots.
http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=Yg6bZSM48vU


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If your Grandfather hadnt worn it,you wouldnt exist.
http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1


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Blueprints
http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1


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What doesnt kill you makes youbetter looking.
http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1


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Experience is everythingshould bring some renewedappeal to the brand because itappeals to long termcustomers and attracts newcustomers.

Timing was excellent becauseat the moment everyoneappreciates authenticity, whenretro is not necessarily a badword.

Previous generations lovedOld Spice and had a moreemotional attachment to it.
http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1


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Website

Their nautical themed website features links toproduct information, news, and a page to test yourexperience to see if you are worthy of wearingOld Spice. For those who are not a 100%

experienced man they offer advice on things likegiving a good handshake and how to avoid gettingsingled out in a police lineup.
http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.oldspice.com/products_new.html


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Results

Since the advertising campaign isrelatively new it is still too early to tell ifProctor & Gambles $100 million move to

Weiden & Kennedy will pay off. But earlythis year Adweek named Weiden &Kennedy the Global Agency of the Year

for its culturally relevant, award-winningwork so expectations are high.
http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1


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Sources

http://www.allbusiness.com/marketing-advertising/branding-brand-development/4677219-1.html

http://www.nytimes.com/2007/01/08/business/media/08adcol.html?_r=1&oref=slogin
http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.youtube.com/watch?v=4Aj55sgudlc&NR=1http://www.allbusiness.com/marketing-advertising/branding-brand-development/4677219-1.htmlhttp://www.allbusiness.com/marketing-advertising/branding-brand-development/4677219-1.htmlhttp://www.allbusiness.com/marketing-advertising/branding-brand-development/4677219-1.htmlhttp://www.nytimes.com/2007/01/08/business/media/08adcol.html?_r=1&oref=sloginhttp://www.nytimes.com/2007/01/08/business/media/08adcol.html?_r=1&oref=sloginhttp://www.nytimes.com/2007/01/08/business/media/08adcol.html?_r=1&oref=sloginhttp://www.nytimes.com/2007/01/08/business/media/08adcol.html?_r=1&oref=sloginhttp://www.allbusiness.com/marketing-advertising/branding-brand-development/4677219-1.htmlhttp://www.allbusiness.com/marketing-advertising/branding-brand-development/4677219-1.htmlhttp://www.allbusiness.com/marketing-advertising/branding-brand-development/4677219-1.htmlhttp://www.allbusiness.com/marketing-advertising/branding-brand-development/4677219-1.htmlhttp://www.allbusiness.com/marketing-advertising/branding-brand-development/4677219-1.htmlhttp://www.allbusiness.com/marketing-advertising/branding-brand-development/4677219-1.htmlhttp://www.allbusiness.com/marketing-advertising/branding-brand-development/4677219-1.htmlhttp://www.allbusiness.com/marketing-advertising/branding-brand-development/4677219-1.htmlhttp://www.allbusiness.com/marketing-advertising/branding-brand-development/4677219-1.html


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Video Sources

http://www.youtube.com/watch?v=Af1OxkFOK18

http://www.youtube.com/watch?v=Yg6bZSM48vU

http://www.youtube.com/watch?v=4Aj55sgudlc

http://www.youtube.com/watch?v=9t0z04Qz61Q
http://www.youtube.com/watch?v=Af1OxkFOK18http://www.youtube.com/watch?v=Af1OxkFOK18http://www.youtube.com/watch?v=Yg6bZSM48vUhttp://www.youtube.com/watch?v=Yg6bZSM48vUhttp://www.youtube.com/watch?v=4Aj55sgudlchttp://www.youtube.com/watch?v=4Aj55sgudlchttp://www.youtube.com/watch?v=9t0z04Qz61Qhttp://www.youtube.com/watch?v=9t0z04Qz61Qhttp://www.youtube.com/watch?v=9t0z04Qz61Qhttp://www.youtube.com/watch?v=9t0z04Qz61Qhttp://www.youtube.com/watch?v=4Aj55sgudlchttp://www.youtube.com/watch?v=4Aj55sgudlchttp://www.youtube.com/watch?v=Yg6bZSM48vUhttp://www.youtube.com/watch?v=Yg6bZSM48vUhttp://www.youtube.com/watch?v=Af1OxkFOK18http://www.youtube.com/watch?v=Af1OxkFOK18

old spice presentation 972003[1]

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