Images of masculinity
Known as the product that a kid would buy for his father
Started varying their products with mugs and such.
Playing with images of attracting females
1977 - still old fashioned conventions
1934 founded by william lightfoot schultz
1937 introduced for women
1938 introduced for men
1990 proctor and gamble acquired old spice
2012 its iconic clipper ship logo replaced with a yacht, and targeting changed to a younger demographic segment
2010 there was a new advertising campaign - the man your man could smell like
proctor and gambles research showed that 60% of men's body washes were purchased by women so old spice needed to attract female shoppers
target audiences are now 12 - 34
they worked around the super bowl buzz
showed the advert on youtube and facebook
launched it over the super bowl weekend
made people think it was apart of the super bowl
got both sexes to talk about it.
video response campaign create an interactive experience in which 'The man your man could smell like'; personally responded to his fans on the internet in real time.
youtube advert got 10 million views
facebook account gained 55k fans
oldspice.com was visited by 9x from previous year
- For older men - traditional- sailors - manly and masculine
- Built on the masculinity but took it to new extremes. Now aiming at a younger audience 12-34
- Axe and Dove (superbowl campaign)
5. it pushes the social construct of males having to be big and strong and only having to do the manly tasks whilst always trying to make the women happy which can cause major social anxiety for men who feel like they need to be like this.
6. Link to the Superbowl - form NFL player. Campaign was released alongside Superbowl final
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