The Old Spice "The Man Your Man Could Smell Like" campaign aimed to increase sales of Old Spice body wash. Wieden + Kennedy developed humorous TV commercials and social media tactics featuring an overly masculine character. This helped shift perceptions of body wash and beat competitor Axe. Through engaging ads and an interactive online presence, Old Spice saw huge increases in sales, social media followers, and brand awareness within months of the campaign.
Old Spice brand history, Brand identity, Brand Rejuvenation, Brand Prism, Brand equity, Brand positioning and The Man your Man could Smell Like Campaign
The day Nintendo launched the Switch gaming system, both Xbox and PlayStation congratulated Nintendo on social media. It was a somewhat surprising move. Big brands typically don’t compliment their competitors – they wouldn’t want to offer a rival brand free publicity. But this research shows that a brand can actually boost its own reputation and sales by complimenting a competitor. Nearly a dozen experiments with almost 4,000 people demonstrate that brands may reap rewards by engaging in brand-to-brand praise
Old Spice brand history, Brand identity, Brand Rejuvenation, Brand Prism, Brand equity, Brand positioning and The Man your Man could Smell Like Campaign
The day Nintendo launched the Switch gaming system, both Xbox and PlayStation congratulated Nintendo on social media. It was a somewhat surprising move. Big brands typically don’t compliment their competitors – they wouldn’t want to offer a rival brand free publicity. But this research shows that a brand can actually boost its own reputation and sales by complimenting a competitor. Nearly a dozen experiments with almost 4,000 people demonstrate that brands may reap rewards by engaging in brand-to-brand praise
This presentation takes a look at the strengths and weaknesses of Old Spice in their social media campaigns. Social media outlets include Twitter, Facebook, and Youtube.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
Harvard Business School Case Study on Mountain Man Brewing Company by Shashank Srivastava, IET Lucknow under the guidance of Prof. Sameer Mathur, IIM Lucknow.
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHUSameer Mathur
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH
THIS IS ATTEMPT TO SOLVE A FAMOUS CASE OF HARVARD BUSINESS REVIEW. AWESOME CASE STUDY TO UNDERSTAND BRANDING.
This presentation takes a look at the strengths and weaknesses of Old Spice in their social media campaigns. Social media outlets include Twitter, Facebook, and Youtube.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
Harvard Business School Case Study on Mountain Man Brewing Company by Shashank Srivastava, IET Lucknow under the guidance of Prof. Sameer Mathur, IIM Lucknow.
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHUSameer Mathur
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH
THIS IS ATTEMPT TO SOLVE A FAMOUS CASE OF HARVARD BUSINESS REVIEW. AWESOME CASE STUDY TO UNDERSTAND BRANDING.
This document showcases integrated marketing campaigns launched by different companies at different times. Which used both online and offline mediums, to create awareness and increase the brand recall among the consumers.
What's behind the success of some of the greatest campaigns?
1. Chipotle https://www.youtube.com/watch?v=aMfSGt6rHos
2. Dove https://www.youtube.com/watch?v=qxWqQ_1n_N4
3. P&G https://www.youtube.com/watch?v=2V-20Qe4M8Y
4. Nando's SA https://www.youtube.com/watch?v=dIl5p6gPWjg
5. Dos Equis https://www.youtube.com/watch?v=IxgiTeXKOOc
6. VW SA https://www.youtube.com/watch?v=mQQDwxmnwvA
7. Red Bull's Stratos https://www.youtube.com/watch?v=raiFrxbHxV0
8. Old Spice https://www.youtube.com/watch?v=owGykVbfgUE
Overview of a case study regarding 2 of the most complementary brands of Unilever namely Axe and Dove and how Unilever used personal marketing to win respective target audience.
Presentation
By Ashley Neo & JungHyuk Hong
[email protected][email protected]
INDEX
Introduction
The Brand
The Product
The Issues
Our Plan
Market Forces
Summary
01
02
03
04
05
01 BACKGROUND OF AXE
Mission Statement
“From the moment they wake up and get ready to the end of
a night out, AXE is there to give guys the confidence to look,
smell and feel their best.”
Axe Brand, Mission Statement.
Introduction
Known as Lynx in the United Kingdom, Ireland, Australia and New Zealand due to trademarking problems.
Male grooming Products
First conceived in France in 1983 by Unilever, a multinational consumer goods company from Anglo-Dutch roots.
Products
AXE is deodorant for men, sold by Unilever.
It was ranked top three best men’s deodorants in 2015 by the Men’s Health online magazine.
It is global brand that has presence in Europe, America and Australia.
Its target market is young men but has increased its reach more mature adults.
The products of AXE deodorant reduces body odor and increases freshness, especially when one fails to take a shower. AXE is in the form of a dry spray.
02 MARKET FORCE
Market Forces
Deodorant market has a steady growth and is fairly saturated.
The target market is constant because it targets mainly children reaching puberty.
Competition exists on value of the product and ability to fight odor thus increased price.
Deodorant industry in the US is dominated by Unilever.
Sales grew by 9% in 2015, hitting US$ 1.3 billion.
Market Force
Competition
Most of these are very fairly big brands and would offer competition to Unilever and its products.
They included:
Effects of Market Forces
AXE is compliant to FDA regulations because deodorants are categorized as drugs.
There has been increased push for organic products due to concerns of environmental effects of cosmetics.
Consumers have raised questions over health implications of using deodorants.
Customers are skeptical about sprays, which has not worked well in the US market.
The entrance of new players in the sector has led to the need to intensify marketing and improve product value to customers.
03 THE ISSUE
The Issue
Issue Identification
The Deodorant market targets young people around the age of puberty.
AXE has introduced brands that target more mature adults.
As of 2015, the population of Manhattan was dominated by people aged between 20 an 39 years.
12.1% are aged 25 and 29 years, who form the highest proportion of the population, followed by the people aged between 30 and 34 years who make up for 10.6%. Ages 35 to 39 years rank third with 8.0% of the population.
The proportion between men and women are almost equal
With a deodorant that can attract more mature adult men, there is potential in Manhattan.
This would need a clear marketing strategy since the population is objective, informed and would make choices carefully.
04 OUR PLAN
Plan
The strategies .
1. The Man Your Man
Could Smell Like
Campaign
By: Kelsey Hinchliffe and Jaimie Olson
2. 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
3. TheClient
OLD 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.
4. The Agency
Wieden + 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
5. Research
Consumer Surveys: male
body wash is usually
purchased by women
(Bradley)
Women purchase about 70%
of all male toiletry products
Body wash strikes the majority
of men as unmanly
6. The Problem
How 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?
7. 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
8. 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
9. Objectives
Make the objectives quantifiable and add
a deadline
EXAMPLE: 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.
10. Target
Audience
Men ages 18 to 34
Women with boyfriends or
husbands or children in that age
range that are purchasing the
products (Parpis)
11. Strategy
Maintain heritage of the brand
(seafaring theme) but repackage
it with a satirical twist
Stress the masculinity of the brand
Make people feel personally
invested in the brand (Bowen)
15. 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)
16. 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)
18. 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
