Old Spice Case

Old Spice Case

Overview:

Old Spice’s strategy and “Smell Like a Man” campaign provided a clear brand image and helped build equity for the Old Spice scent. The clever ads and inventive media methods allowed the brand to grow exposure rapidly and motivate consumer sales.

Target:

The target for Old Spice Body Wash is 18-34 year old men, specifically men with more maturity than the Axe user who feel they are ready for a relationship of substance. Additionally, since sixty percent of body wash used by men are purchased by women, the Old Spice target also includes females 18-34 in a relationship. This is an effective strategy; by targeting both the user [men] and the primary purchaser [women], Old Spice guarantees that in instances when the purchaser is not the user, they will both accept the product. Axe and Dove are already in the marketplace, but they are targeted to different ends of the age spectrum in the body wash market. Old Spice thinks there is an opportunity to focus on the middle segment. Currently, Axe is focused on the younger user with less income who likely still lives at home and is primarily motivated by sex. Conversely, Dove targeted men who are older, married with kids, own a station-wagon, and live in the home with the white-picket fence. Dove focused on the man’s perception of himself (not what others think of him) while emphasizing the benefit of ”comfortable skin” (see EXHIBIT 1)Old Spice is uniquely positioned to the slightly more mature consumer than Axe by speaking to men and women, as it focuses on the nuances of the relationship between the man and the woman.

Insight:

Women want men who intuitively understand their needs and desires; men know that if they are able to meet those needs and desires they will be “rewarded”. Additionally, men want women to perceive them as confident, sophisticated, and understanding of their wants and needs, which ultimately makes them appealing to women. Throughout their lives, men may be involved in...