- male and female
- largely white
- sexuality strained
- a-lot of women showing skin and men in suits, therefore quite sexist and old fashioned
- traditional 70s brand
- Bahamas is luxury place
- whole beach on him, he feels like on holiday, on fire all related to the Bahamas
history
- 1934 = founded by William lightfoot Shultz
- 1937 = introduced for women
- 1938 = introduced for men
- June 1990 = Procter & gamble acquired old spice
- 2012 = its iconic clipper ship logo replaced with a yacht, targeted change to young demographics.
2010 campaign
research showed 60% of mens body washes were purchased by women. so old spice needs to attract female shoppers
media strategy - instead of spending money on the superbowl they aimed to create superbowl impact building awareness around it.
- advert on youtube
- search engines strategy
- post launch, show straight after the superbowl.
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