Old spice brand positioning. Repositioning vs. Rebranding Strategy 2019-01-23

Old spice brand positioning Rating: 8,6/10 1928 reviews

OLD SPICE: SCENT, BRANDSTORY, SOCIAL MEDIA: LEGACIES AND INNOVATION

old spice brand positioning

The traditional white glass bottles gave way to plastic, grey stoppers to red. Therefore, the brand loyalty of Old Spice with the aged people remained high. There are many viral campaigns that have had a direct impact in sales or have increased market share, so that's not to say a viral strategy isn't effective. He can be reached at 201-530-5360. American Cyanamid, primarily a chemical manufacturer, keeps the Shulton name as their consumer care division. Old Spice had become an icon associated with old men. Instead, it acknowledged its longevity and managed to intertwine experience and masculinity through an assertive, straightforward and edgy manner.

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Repositioning vs. Rebranding Strategy

old spice brand positioning

None of that might matter now, to the present consumer — but what would the reach be? The strength of having the Wolfthron commercial aired in Alaska is not only their high percentage of male population that may watch the super bowl but their association with the wolf as a native predator. Also, these products act as branding themselves, ones wore by the consumers. Have the ability to then embed themselves in an interesting or virally relevant community. According to Wieden + Kennedy, the campaign was created using a team of around 35 people working 12 hours a day for its three day duration. Earlier dealing with middle aged men, it has moved to younger gen men with age of 18-35 years.

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Marketing Campaign Success

old spice brand positioning

It would also satisfy digital natives hunger for recognition by giving them the thrill of attention beyond their community and create nationwide buzz for Old Spice through social media and media in general. Thus, the concept of a brand message swiftly became a brand conversation, back and forth, across platforms and mediums, which helped it scoop six Blades Awards for creative and digital advertising. Increased production of product supply in order to meet estimated demand as a result of advertising efforts — another expense to be accounted for. Secondary sharing is the most important stage to establishing a video's audience. The success achieved by this tactic was in fact evident as an 11-year old boy uploaded his own version of the Old Spice Campaign, and as a result was invited to guest the Ellen DeGeneres show. This type of rebranding is also done when a company simply needs to create a greater sense of brand unity across its business. Old Spice used to prominently feature ships and sailing but that has pretty much disappeared except for a tiny piece of their logo.

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Marketing Campaign Success

old spice brand positioning

It is also important to note that they used the wolf in the ads as a cultural symbol to target men in Alaska. Combining previous Swagger strategies with this campaign allows for targeting to remain aimed at a loyal and known customer base, whilst extending product offering to body wash. It is more likely to convince a viewer to watch other videos and to subscribe to a channel. Often falling or stagnant sales is responsible for repositioning exercises. The Practice of Everyday Life.


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Cosmetic Brand Review

old spice brand positioning

It seems so easy when you already know how to formulate products. The Uni-Spice: The importance of women in the rejuvenation of Old Spice was evident in the Old Spice commercials. Young consumers are willing to experiment 3. Other products, such as body wash, also took on the Old Spice name. Numerous extensions of the Old Spice brand name as well as additional sub-brand names were accomplished in the process. According to , the scent sequencing is as follows: The notes that emerge for me, link to the Clary Sage, the , the stony character of Geranium with all the potency of the deeper base melodies of Musk, Cedarwood, Frankincense, Benzoin, Tonka and Ambergris. At some point, the cost of clarifying a brand becomes such a drag co-efficient that it makes more sense to start with a clean slate.

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Old Spice SWOT Analysis

old spice brand positioning

Old Spice would nominate five girls and fans would vote for a winner on Facebook. The social media platforms are used very creatively by the brand. There was nothing cool about it at all. Opportunity Statement Old Spice must continue to grow after their successful Swagger campaign, exceed expectations set by the previous campaign and address competitive threat within the personal care market. The campaign effectively engaged its consumers through successfully blending ingredients from the three marketing media; paid, owned and earned in order to reach their target audience. During November, all Old Spice shaving cream products would contain a pre-paid stamp and a reminder that for every gram of hair they managed to collect, one dollar would be donated to the movement.

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Old Spice Brand Repositioning

old spice brand positioning

When a company produces a commercial, their main goal is to get their product they are showcasing to sell. In 1993, for example, the Old Spice High Endurance deodorant was introduced. Old Spice pretty much has this color taken, at least for body washes and after shower sprays. When switching up the target market to this extent, a company needs to completely re-vamp its marketing strategy. Hopefully, this kind of review will inspire you to create your own unique cosmetic brand. Movements like this have proved to become popular, as evident with the planking-phenomenon.

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Repositioning vs. Rebranding Strategy

old spice brand positioning

The Old Spice Company uses several methods to convey a message and sell their product. As a result, the brand expanded their Twitter fan-base with 2700%, boosted their Facebook fan interaction by 800%, increased their website traffic by 300% and became the 1 all-time most viewed branded channel on YouTube. Body spray, texturizing paste, etc. That is not to say that they try to avoid this kind of purchaser; it is that they focus on consumers that put consideration into their consumption practices and do not rely on factors like convenience, price, and function. For instance, Dettol toilet soap was positioned as a beauty soap initially. While Mustafa walks and talks, the background and setting of the commercial changes and the actor never loses eye contact.

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Old Spice: P&G's Repositioning Strategy

old spice brand positioning

It undoubtedly has lessons for others to learn from in building brand perception from an otherwise low-involvement product. This initiative would also give them an opportunity to publicly appreciate their devoted female fans. Brand identity Old spice was introduced along the colonial theme. Both rebranding and repositioning offer unique and specific benefits when applied correctly. FritoLays is among the many brands that have asked consumers through social media what flavor they should introduce. We hope you find it enlightening! The commercial was a success on YouTube, racking up nearly 12.

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New Media Chapter 8 Flashcards

old spice brand positioning

It would also be easier to differentiate between the two segments for future advertising purposes: the couple and the bachelor. No previous advertising has utilised Showtime as the focus. This was a big time for The Shulton Company. The Old Spice advertisements capture men by reaching out to their needs and giving them the ideal of what they should smell like. By creating a brand ideology and concept around the consumption of their products, in addition to the price inflation brought on by a high advertising cost, Old Spice might not appeal to consumers searching for practicality in their products. For Old Spice to permanently rebrand and appeal to a new generation it was vital to prioritize a long-term relationship with scope and scalability. Old Spice as a brand, always tries to differentiate on the basis of variety.

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