Alex (@AlexBodman) our social media manager, copywriter, renaissance man has pulled together some thinking around Old Spice current shift in brand advertising. Well worth a read! Thank Alex.
Latest commercial from the Proctor & Gamble-owned Old Spice brand demands attention:
It firmly moves the brand away from its “Experience/Sophisticated”positioning into a “masculine/attractive to females” territory that although aimed at the older guy, could come to cause pain for the more youthful deo target market (Lynx, Rexona etc…).
The shift seems to have occurred last July, when the brand moved from witty ads featuring the likes of Bruce Campbell and Neil Patrick Harris to content with more of a youth focus.
Online the brand has a solid site:
Where they leverage brand-appropriate sponsorship of racing:
And have even succeeded in generating ‘decent’ user generated content with the campaign Swaggerise Your Wallet:
Shame we can’t get a sense for the volumes of entries.
In the online store, consumers pay for branded goods:
On Facebook, Old Spice have a health 425k Fans. How this has been achieved (free, paid media, promotion etc… has yet to be confirmed) however the copy and brand tone is brilliant!
Not sure what the brand’s plans in Oz are and it’s still early days for this new brand positioning - but so far it’s an impressive move.