Old Spice does not get any advertising (that I am aware of) in Europe. Looking at the US website, as I have heard about the smooth blast AS. It appears the website is being aimed at a specific market far removed from the 1980's surfer advert that I grew up with. What are the current demographics for an Old Spice man?
Old Spice Branding/demographics
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I think they're much more heavily marketing the body washes and deodorants and body sprays over the aftershave... I've seen quite a few commercials and magazine ads and they don't mention the aftershave at all.
Its being marketed to the 15 -35 year old crowd, just the same as everything else nowadays.
If it wasn't for the fact that we discuss the AS a lot here, I wouldn't even know the AS or cologne is even made anymore. (Expecting someone to post that they do not in 3...2..1..)
As far as I can tell, they don't make it anymore.
They make an AS they call "Old Spice," but to me, it doesn't quite smell the same as I remember.
They make an AS they call "Old Spice," but to me, it doesn't quite smell the same as I remember.
24 minutes, that was longer than I thought.
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Well the current Old Spice site seems to be aimed a hip hop, bling market. Not sure how a bottle with a Yacht (ex Clipper) fits into that crowd.......
Agreed. P&G (of the thousand point drop on the Dow) is not hitting on all cylinders, and this is a small example of why that is.
The typical "marketing department" in most American companies today is much more likely to put a company out of business than anything else. They feel like they have to come up with "new ideas" even if they are bad ideas. So they churn out one bad idea after another.
As long as I can get the REAL stuff (Shulton)
First I bought Swagger, then Showtime. After that, the hair and body wash. Not a dimes worth of difference between the scents. A non-descript fresh smell, at least thats good.
I am really ticked with P&G as to their Old Spice line, but what else is new? Those folks are hardheaded when it comes to taking Consumer advice.
I have resigned myself to mixing Vijohn Ivy with Old Spice classic for aftershave and spraying some Mamma Bear vintage Spice cologne.
I am really ticked with P&G as to their Old Spice line, but what else is new? Those folks are hardheaded when it comes to taking Consumer advice.
I have resigned myself to mixing Vijohn Ivy with Old Spice classic for aftershave and spraying some Mamma Bear vintage Spice cologne.
There was a discussion on brandchannel regarding P&G's direction with Old Spice and the branding gurus thought while the current ads though funny would hurt the brand over the long haul.
The people at Brandchannel thought it would be wiser to tap into Old Spice's heritage and legacy (what a novel thought, are you listening P&G?). If I were in control of the marketing spend I would be celebrating Old Spice as the choice scent for American Men since when the fragrance and aftershave was created. I would do it in a mixture of digital and traditional media and using the same sort of messaging that Canadian Club used behind "Damn right your dad drank it!"
As a DE wetshaver (and not the PR and marketing guy), once my Old Spice supply runs out, I'm not buying any more, the brand does not speak to me and while I have great memories of my dad using Old Spice when I was a kid, I have to thin out the rotation in the shave den and I don't think P&G wants me as their customer.
The link below will take you directly to the piece:
http://www.brandchannel.com/home/post/2010/07/08/Old-Spice-Man-Campaign-Commentary.aspx
The people at Brandchannel thought it would be wiser to tap into Old Spice's heritage and legacy (what a novel thought, are you listening P&G?). If I were in control of the marketing spend I would be celebrating Old Spice as the choice scent for American Men since when the fragrance and aftershave was created. I would do it in a mixture of digital and traditional media and using the same sort of messaging that Canadian Club used behind "Damn right your dad drank it!"
As a DE wetshaver (and not the PR and marketing guy), once my Old Spice supply runs out, I'm not buying any more, the brand does not speak to me and while I have great memories of my dad using Old Spice when I was a kid, I have to thin out the rotation in the shave den and I don't think P&G wants me as their customer.
The link below will take you directly to the piece:
http://www.brandchannel.com/home/post/2010/07/08/Old-Spice-Man-Campaign-Commentary.aspx
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One good Marketing ploy would be to discontinue it altogether. The resulting clamor would then "Intice" them to bring it back, Original, Burly, glass bottles,call it "Limited", and raise the price.
Lets face it, old Shulton products untouched are near to Designer prices on Ebay.
Lets face it, old Shulton products untouched are near to Designer prices on Ebay.
Alright, I'm going to break rank here. I like the P&G stuff. I think it smells great. I love using it as an AS and a body splash. I used some of my P&G to turn my puck into Van Der Spice. It smells great.
I also really like the latest run of P&G commercials. I buy the AS because I like the scent, but I have actually watched the "A Man Your Man Could Smell Like" spots just because they're funny and awesome. Mind you, I despise commercials, but these ones are all right. Also, the Bruce Campbell "Man of Experience" spots were good (I have a known soft spot for Mr. Campbell). I'm not about to go out and buy the body wash or anything besides the classic scent AS, but I don't think P&G is doing a bad job with the brand.
Does this make me a bad person?
I think it's more like 15-19 they're targeting with their ridiculous ads. I'm 31 and they don't appeal to me...then again, I'm on B&B.
The new ads are odd in the way they are so open about viral marketing.
Yes, the ads are clever and funny, but they seem like a one-trick pony to me. The humor will get old in a few months. Old Spice would do better to go upscale and traditional. Something along the lines of bringing back an older all-natural formula, special packaging, etc. would appeal to a lot of men.
Yes, the ads are clever and funny, but they seem like a one-trick pony to me. The humor will get old in a few months. Old Spice would do better to go upscale and traditional. Something along the lines of bringing back an older all-natural formula, special packaging, etc. would appeal to a lot of men.
When P&G saw how well the Axe craze was going, they just had to get in on it.
The point is to come out with all kinds of mediocre "flavors". The bling bling and hip-hop audience was targeted because Axe had already carved up the suburbs. I have no problem with hip-hop, but it really does not fit the OS image, at least to me. But they don't care about me. lol.
It's very cynical marketing and it's all about shelf space. If I can control a large shelf space and throw a lot of junk out there someone will buy it.
The point is to come out with all kinds of mediocre "flavors". The bling bling and hip-hop audience was targeted because Axe had already carved up the suburbs. I have no problem with hip-hop, but it really does not fit the OS image, at least to me. But they don't care about me. lol.
It's very cynical marketing and it's all about shelf space. If I can control a large shelf space and throw a lot of junk out there someone will buy it.
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