History- Old spice, created in 1934 started producing women's products, called "Early American". Four years later, Old spice turned to mens products and created a nautical themed aftershave and other products. This theme stereotyped typical man (being a sailor) having physical and mental strength to be out sea, battling against the bad weather and away from family.
Aims of the campaign- Old spice wanted to create a new target audience. Previously they were advertising to 40-60 years olds, but after assessing market trends, they targeted a new audience of 18-34 year olds. The aim of this advert is to portray to the male audience that the middle aged man can not only smell like the Bahamas, but become it. Hence why he is the volcano.
Dates and times of the campaign- advertising started around early 2011 period.
Use of social media- Old spice is spice is using all three of the main social media outlets.They have to in order to "keep with the times" and up to date to increase their sale numbers. Using social media has its advantages as its essentially free advertising. They are able to tweet, upload photos on an Old Spice account, and followers will see this and like and react to the products online. This could lead to future purchases from those followers.
Representation of males- Males are meant
No comments:
Post a Comment