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Old Spice Essay

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Old Spice a company owned by Procter and Gamble known in the past as the company whom only sells products marketed at the male 40-60 year old demographic. The brand formally affiliated with older men, aware of evolving trends decided to try to increase their market share by going after the 18-34 year old demographic. Old Spice needed to refresh the aging brand and make it relevant and exciting to a whole new generation while also compete with other brands like Dove and their men’s products. This is where the “Smell Like a Man, Man” campaign distributed in 2010 comes into play. Old Spice deployed a marketing campaign that got the whole world paying attention. After doing the substantial research in order to make an educated assumption I do inherently believe that Old Spice created an effective way to not only sell their product but also sell it to a new market demographic. How you may ask, well to start of the recruited Isaiah Mustafa as the famous face of their campaign. Mustafa had a brief stint in the NFL as a wide receiver and also played small roles on various television series as well as a supporting role in the film Horrible Bosses. Mustafa seemed to be the perfect choice …show more content…

The commercials were distributed via YouTube and Facebook and Old Spice used keywords to target individuals whom were searching for Super Bowl Commercials and became synonymous with these commercials without actually advertising during the Super Bowl. This ploy not only garnered the campaign a large amount of views by a broader audience but also saved them funds by not having to pay for air time during the Super Bowl event. The audience were made to assume that these commercials were actually aired during the Super Bowl which was not the case but the stigma was already attached and the buzz was already

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