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Old spice Brand Evaluation
Old Spice was founded in 1934 and was initially marketed to men and later women. It was acquired by Procter & Gamble in 1990. In 2012, Old Spice replaced its iconic clipper ship logo with a yacht logo and shifted its target demographic to younger consumers. Its 2010 "The Man Your Man Could Smell Like" viral video campaign featuring Isaiah Mustafa generated over 10 million views and significantly increased sales and brand awareness on social media. The campaign repositioned Old Spice's brand identity from a mature family brand to one that appeals to a younger demographic focused on confidence and performance.
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Old spice Brand Evaluation
- 1. Presented By: Rajeev KumarPGCM4(1424) Sahil Jain PGCM4(1429) Submitted to: Prof S. Nanda
- 2. History 1934 foundedby William Lightfoot Schultz 1937introduced for women 1938 Introduced for men June 1990 Procter & Gamble Acquired Old Spice 2012 its iconic clipper ship logo replaced with a yacht, and targeting changed to young demographic segment
- 3. Brand Identity As asymbolAs a person As an organization Brand as a product •Macho man •Bold and Appealing to women •Confident •Handsome •Sufficient Advertising Budget •Focus on customer engagement •Men’s & women grooming brands •America’s iconic •Successful •Sailing ships •Racing yachts David Aaker’s framework of brand identity
- 4. Brand as asymbol Sift from boat to yacht logo A small vessel for travelling over water A medium-sized sailing boat equipped for cruising or racing
- 5. The Man yourMan could Smell Like Campaign
- 6. 55000 fans oldspice.com* 9times from previous year. The Man your Man could Smell Like-2010 Video Posting Became Viral 10 million Views rich of Traffic Increased
- 7. Old Spice CleansUp: Old Spice’s Body Wash sales have jumped since the campaign’s February launch February 2010 July 2010 % Gain High endurance $2.3M $4.6M 100% Red Zone $1.1M $1.6M 49% Liquid Body Wash $129.9 $148.6 14.4% Dry skin defense Body Wash $8.2 $164.5 1900% Odor Blocker Body Wash $35.8 $649.6 1715% Analysis
- 8. Brand Rejuvenation Shifting ofTarget Segment Acquired by Repackaging
- 9. Deodorant & Mengrooming Personality Culture Self image Reflection Relation Brand Identity Prism –Old SPICE Like NFL player Isaiah Mustafa, Bruce Campbell American Smell Like a Man Suceessfull “Mark of Man” Authenticity, Peformance, Confidence Social Media Campaign, Youtube Physical product
- 10. Brand Equity Brand Awareness: TV ads,Social media promotion, Various campaign Brand Loyalty: Twitter: 253k followers Facebook: 2565887 likes Brand Association: Wieden+Kenedy Memorability: Logo
- 11. Fragrance Skin Care Anti Perspirant Deodorants Brand Architecture ProductBrandUmbrella brand Products
- 12. Brand Positioning Year 19701980 2013-14 Positioning Positioned for father, and grandfather Slogan: Mark Of a Man Family Oriented: Man with father and children Slogan: Mark of an ultimate Man Young demographic of man or becoming man Slogan: Smell like a man
- 13. References 1. Aquino, J.(2011, February 10). The 10 most successful rebranding campaigns. BusinessInsider.com. Retrieved from http://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2?op=1 2. Brand Profiles. (n.d.). Red, square Old Spice logo. Retrieved from http://www.brandprofiles.com/oldspice-logo 3. Aquino, J. (2011, February 10). The 10 most successful rebranding campaigns. BusinessInsider.com. Retrieved from http://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2?op=1 Brand Profiles. (n.d.). Red, square Old Spice logo. Retrieved from http://www.brandprofiles.com/oldspice-logo 4. Keller, K. (2013a). Strategic brand management (4th ed., p. 114-119). Upper Saddle River, NJ: Prentice Hall. 5. Old Spice packaging. (2012). Retrieved from http://www.oldspicecollectibles.com/FAQ and more/packaging.html 6. Procter & Gamble. (2011a). About Old Spice. Retrieved from http://oldspice.newshq.businesswire.com/about 7. Traditional Bottles. (2012). Retrieved from http://www.oldspicecollectibles.com/Bottles/traditional%20bottles.html