The Man Your Man Could Smell Like CampaignBy: Kelsey Hinchliffe and Jaimie Olson
The Client Owned by Procter & Gamble Fortune 500 company founded in 1837 Produces 3 categories of consumer goods Beauty Household Health Other brands include Olay, Gillette, Crest, Tampax, Dawn, Charmin Febreeze
TheClientOLD SPICE First product was for women introduced in 1937 Men’s products followed in 1938 Offers shaving cream, aftershave, deodora nt, body wash, and body spray Known for its sailing theme and red product packaging.
The AgencyWieden + Kennedy Founded in 1982 by Dan Wieden and David Kennedy 8 offices all around the world (Portland, Amsterdam, Tokyo, etc.) Clients include Nike, Coke, ESPN, Honda, Microsof t, Miller Brewing, Old Spice Website
ResearchConsumer Surveys: male body wash is usually purchased by women (Bradley)Women purchase about 70% of all male toiletry productsBody wash strikes the majority of men as unmanly
The ProblemHow can Old Spice market body wash to female purchasers and at the same time make it seem more masculine and appealing than a bar of soap to their male target consumers?
Competitive Environment Biggest rival is Axe (Newman) (West) Also makes male grooming products Owned by Unilever Axe spent $30 million in advertising in 2009 while Old Spice only spent $7.5 million Axe campaigns tend to be over the top and have ordinary men that suddenly become sexy to women that have a great deal of sex appeal
Objectives “Start a dialogue between men and women and boyfriends and girlfriends” Beat out Axe as the leading seller of body wash to men all across the nation Embrace social networking as a way of engaging customers Combine both feminine and masculine appeal in their advertisements
Objectives Make the objectives quantifiable and add a deadlineEXAMPLE: By the end of 2010 increase sales of Old Spice Body Wash by 15%.EXAMPLE: By the end of 2010, Old Spice must lead Axe in body wash sales by 10%.EXAMPLE: In the next consumer survey, 50% of all men must have a favorabe view of Old Spice Body Wash.
Target AudienceMen ages 18 to 34Women with boyfriends or husbands or children in that age range that are purchasing the products (Parpis)
StrategyMaintain heritage of the brand (seafaring theme) but repackage it with a satirical twistStress the masculinity of the brandMake people feel personally invested in the brand (Bowen)
Tactics CAMPAIGN COST: $11.4 Million (Hallerman)TV Online Banner Commercials AdsCinema Ads WebsiteFacebook DownloadsTwitter MerchandiseYouTube Earned Media
TacticsOld Spice WebsiteFacebookTwitterYouTubeOprah Show
Evaluation In less than 3 days, 5.2 million views on YouTube Twitter followers grew from 3,000 to 90,000 Facebook fans 675,000 (interaction climbing by 800%) 1 billion media impressions W+K won Emmy for outstanding commercial (Axon) Sesame Street Parody (Worsham)
Evaluation Nielsen Data Old Spice Body Wash sales up 11% in last 12 months Old Spice Body Wash sales up 27% in last 6 months Old Spice Body Wash sales up 55% in last 3 months Old Spice Body Wash sales up 107% in the last month (Parpis)
Strengths & Weaknesses Strengths Weaknesses Embraced social Some considered it media too redundant Very memorable Fake characters in commercials social media Made consumers a part of the campaign