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Old spice_Chris Zheng
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OLD SPICE
FOR WOMEN
SMELL LIKE …
First introduced to the world as Early American Old Spice for women in 1937,
the Old Spice brand has spent the last 69 years establishing itself as the Man’s
Scent. But even with their highly targeted marketing efforts, some women
continue to use Old Spice grooming products. Whether it’s for the stronger,
more appealing scents or simply because they got used to borrowing their
boyfriends products, Old Spice for men is a woman’s brand, too. And it’s time
these ladies should be recognized. After a lifetime of limited options, Old Spice
is the brand for better smelling women.
…BETTER
OPTIONS. Here’s the
Situation:
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OLD SPICE
FOR WOMEN
• GLOBAL BRAND RECOGNITION
• STRONG BRAND EQUITY
• ENTERTAINING ADVERTISEMENTS (that already speak to women)
STRENGTHS
• ESTABLISHED BRAND POSITIONING
• MEMORABLE “MALE FOCUSED” CAMPAIGNS
• STRONG ASSOCIATION WITH MALE
SPOKESMEN
WEAKNESSES
S
W
O
T
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OLD SPICE
FOR WOMEN
• UNDERGROUND FEMALE AUDIENCE
• EVOLVING GENDER NORMS
• YOUNG CONSUMERS OPEN TO STRONG
BRANDS
OPPORTUNITIES
• PUSHBACK FROM MALE CUSTOMER BASE
• STRONG BRAND LOYALTY
• COMPETING BRANDS OFFERING PRODUCTS
TO BOTH GENDERS
THREATS
.
S
W
O
T
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“Hello Ladies…” “It was 1937 and the scent was ours…”
“It’s time, ladies…Smell like him.
Smell like you. Just smell better.”
OLD SPICE
FOR WOMEN
15. SMELL IS POWER
(NOT POWDER)
15
SOCIAL MEDIA
OLD SPICE
FOR WOMEN
When you prefer the sweet smell of fresh
cut grass to grandma’s floral
arrangement. Old Spice for Women. The
same men’s deodorant. But for women.
Kick the Care,
Love Your Smellf
JOIN the Smellvolution
16. LIBERTY AND BETTER SMELL FOR ALL
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SOCIAL MEDIA
OLD SPICE
FOR WOMEN
SNAPCHAT
