Old Spice Slides

Old Spice

• Old spice was created in 1934 by William Lightfoot Schultz.

• 1937 introduced for women.

• 2012 iconic clipper ship logo replaced with yacht.

• 1938 introduced for male.

• Gender orientated (male).

• Perfect fathers day gift.

• Previous adverts follow traditional conventions of stereotypes.

• Masculine advertising, with representations of women that are irrelevant in the advertising. 

• 60% of mens body washes were purchased by women so Old Spice needed to attract female shoppers.

• Old spice market lacked masculine credibility.

• Target audience 12-34 men and their women shoppers.

• 'The man your man could smell like' on YouTube and Facebook to share and create a buzz. (seeding).

• The advert was climaxing at the end of the super bowl and before, to make people think physiologically that the brand is important. 

• Post launch, key ingredients.

• Adverts were advertised during shows tat were watched by both sex, they started to introduced deals Buy one get one free (BOGOF).

• YouTube - 10 million views.

• Facebook, 55000 fans.

• www.OldSpice.com

Lucozade Slides

Advertising

• Old Spice
• Lucozade
• Shelter (Charity)

Marketing

1. Creating awareness
2. Interest
3. Desire to purchase the products

• PRICE
• PRODUCT
• PROMOTION
• PLACEMENT

USP- Unique selling point, to help create a memorable advert to improve brand image (word of mouth).

Features of Adverts:

1. Copy 
2. Headline
3. Subheading
4. Slogan
5. Logo
6. Central image
7. Typography
8. Brand identity

What do we analyse?

• CLAMPS
• Audience
• Representation
• Shot/lighting