Old Spice Case Strategic Marketing

According to Jib Fowles, the author of the essay on Advertisement’s 15 Basic Appeals, “the need to achieve is an energizing, that pushes people to strive in their lives and careers.” This ad pushes viewers to help reach that inner man that’s inside you. The phrase they use in the ads are “there’s a man in there”; which makes viewers think they can be better than the person they are now. The way they make the man inside of the first man a lot fitter in physique can push viewers to think Old Spice would help them look more masculine as the man in the picture.

“The Man Your Man Could Smell Like” is a commercial contributed by Old Spice Body Wash that targets insecure men, specifically young ones. The commercial tries to persuade these men into buying their hygienic products that will supposedly get any woman to be attracted to them instantly. That “anything is possible” if the viewers of the commercial use Old Spice. One of the several key points director Tom Kuntz uses to do just this is by establishing his actor, Isaiah Mustafa, a former NFL player, portray as the most perfect man. Pathos is the commercial’s most effective technique that connects with the audience using a sense of humor with gender stereotypes. The commercial successfully connects with both men and women. A way they successfully connect with men using pathos is associating the men’s insecurities with the sight of a very athletic man; the actor gets them into thinking if they will use the body wash they can look just as good as him. In the commercial, Isaiah Mustafa

​ 1. The highly popular Old Spice commercials addresses a number of issues related to the construction of masculinities in contemporary American culture. In the 2012 Smell is Power Old Spice commercial, it offers great insight into cultural ideas related to the construction of hegemonic masculinity and implies the masculinity constructed through the protagonist’s, Terry Crews, appearance and body, sexuality, behavior, and his character pattern and mannerisms.

Most of us have probably seen the Old Spice commercials with the confident and fast-talking Isaiah Mustafa, AKA "The Old Spice Man." These commercials first began in early 2010 and have since become a whole series of some of the most popular commercials on television and the internet. But what is it about these ads that make them so appealing? To answer this question, this paper will focus on the commercial that started it all: "The Man Your Man Could Smell Like." Although this ad does surprisingly little to realistically describe the product it is advertising, its clever and difficult to notice of all three first parts of appeal convinced many people to switch to Old Spice, and, at the same time helped Old Spice reach a close connection with its target audience, this way embedding itself into our popular culture.

In the old spice commercial “Smell like a Man, Man”, Isaiah Mustafa asks his audience if they want a man who can bake them a gourmet cake in a dream kitchen that he built with his own hands. He then goes on to answer that question by saying of course you do. He asks his target audience this unusual question along with a series of other funny, sarcastic questions as he moves from frame to frame while also continuing to define the image of a so called “perfect man”. The commercial thus begins with a seemingly attractive, man (Isaiah Mustafa) standing in a towel without a shirt, on the beach grasping a bottle of Old Spice. He states that he being an attractive model man is because of the use Old Spice body wash.

So what they have done here is they have tried to link the audiences minds to belief that using Old Spice makes us

Old Spice being founded in 1934 has given the company nearly eighty years of experience to build a reputation. This gives them the ability to output very biased images of their products. Of course the years of experience gives Old Spice some form of knowledge on their product but not enough to bring the insecurities out in men and people in general. Old Spice is advertising simply for one thing, to get the potential customer to buy their product. And they will do almost anything to achieve

The Old Spice commercial called “The man your man could smell like” is unique. When you first watch it, it almost looks like it is mocking men in a way. There are many different angles the audience can take on this advertisement campaign. Normally, a men’s advertisement would only focus on selling to men, but in this case Old Spice is targeting both men and women. They are doing this by drawing in both sexes by telling them what can be achieved if this product is used. If a woman’s man uses this, all their desires will come true, and if a man uses this, he will be able to please his woman in all different ways. Something else that stood out to me was that they portrayed their actor as a well-fit muscled man who is coincidentally handsome.

Old Spice is a personal care brand that sells deodorant, body wash and other “manly” products.

Advertisers seem to think of people purchasing their products as athletes or people living crazy lives, this is the case for old spice. My advertising identity sees not the product, but the name and pitch of it to determine if i'm going to purchase it. Another way the ad speaks to me is the way it comes across, they use extreme situations that could be potentially deadly but Old Spice is somehow capable

Title: The battle of the brands: Old Spice vs. Axe. By: Neff, Jack, Advertising Age, 00018899, 11/17/2008, Vol. 79, Issue 43

The fame of the Tupperware brand may indeed come from this clever marketing strategy but the product itself is an

To me, it looks like Old Spice is stuck in a traditional marketing mind-set, not living in the correct Thank You Economy. Old Spice had thought that when the campaign was done that they were done which was a huge mistake, a social media campaign in the Thank You Economy is never done. Although Old Spice saw a major spike in sales and brand awareness, there are plenty of brands that have done great marketing, had sales go up for a while, and then disappeared off the radar. Old Spice had an opportunity to continue the conversation with all of those people who connected with them, and they ruined it. They left their customers behind, taking away the full impact the campaign and outreach could have had on the brand.

Old Spice gives the viewer the impression that if someone does not have the enhanced hair portrayed in the commercial you will not get any recognition from women. In the commercial the man’s hair crawls off his head and approaches the woman. After crawling over to the woman, the hair begins to chat with her and eventually hits home when she is persuaded enough to give it her number on a slip of paper. It grabs the paper, gives the slip to the Old Spice man and crawls back on top of his head. Throughout the entire commercial the woman never looks directly at the man. Her entire focus is solely fixed on the hair. Without the hair the man would just be another guy sitting in the meeting, but since he used Old Spice hair products his hair stuck out.

Additionally, the ad stimulates a desire for the product in females by implanting the idea that their boyfriend or husband could be more attractive if they used Old Spice. The ad stimulates a desire for the product in males by displaying an image of masculinity & inserting the idea that Old Spice provides an avenue to that image. Female viewers are encouraged to buy the product for their husband. Male viewers are encouraged to buy the product because they want to be more masculine.