Pre-campaign Analysis: Old Spice Brand Image

Through online and television commercials, Old Spice wants to maintain certain characteristics related to the brand, such as the whistle of the trade mark at the end of the advertisement. Draft strategy On 8th February 2010, online advertisement will be played on YouTube for 30 seconds (Marketing Conference Service, 2011). .

The purpose of this article is to analyze the movements of old spices in 2010. This began with the release of commercial advertisements for "Men you smel" and ended with an interactive "response" campaign. In the first part of this article I will explain the Old Spice brand and the intense competition that it faces and let Old Spice change the brand image. In the second part of this article we will strengthen this activity by explaining the 2010 Old Spice event in detail by explaining the theoretical foundations behind concepts, launch and spectators welcome and setting up a "response" campaign To do. The third part of this paper aims to analyze the overall effectiveness of the campaign from the viewpoint of rhetoric background and audience, market and socio-cultural background. Finally, this article explains the impact and overall meaning of this activity.

Through the 2010 Old Spice campaign, Old Spice succeeded in rebuilding its position as a "grandfather" product to appeal to young generation men and women. The overall meaning of the "responsive" campaign is to create a modern and personalized brand by introducing real-time brand building to innovate advertisements and building interactive and intimate relationships with the target audience . Interactive activities that have grown so far

It is important to understand why branding is important and how Old Spice creates your own identity before drilling down on the event. A brand is a story accompanying a product or a company, or "an intentional association of a product, not a mere name, but an almost spiritual image, idea" (Banet-Weiser, Lapsansky 1249). These brand messages communicate not only with the usefulness of the product itself but also with companies and products that are "lifestyle, politics" (1249). In this new marketing environment, this is very important (1249), "Brand is more important than product and company sells more experience and lifestyle." It is helpful to describe the effectiveness of Old Spice ads in detail, but it is lost and ignored for advertisements promoting specific ideas.