Nov
14
Fuelling a Campaign with Masculinity
Posted by: gordiedutka | November 14, 2011 | Leave a Comment
After reading Dane Peterson’s post titled “The Old Spice Guy“, I had the realization that there is a certain trait that consumers are drawn to: MASCULINITY…and the agency Wieden+Kennedy were aware of this when they created “The man your man could smell like” campaign for Old Spice. 
Through some research, I found that these campaigns are more successful when there is one single figure that a consumer can label masculine, manly, or tough…it provides easier and simplistic brand identity for a consumer and establishes a spot in our minds.
For example, “The Marlboro Man“, one of the most successful ad campaigns in history, made the typical masculine American Cowboy the new representation of Marlboro Cigarettes. Just as the built actor Isaiah Mustafa fuelled the Old Spice Campaign, Darrell Winfield, a real-life ranch cowboy, was recruited by Leo Burnett in 1954 to be the man behind the brand for 20 years.
- Darrell Winfield
So how successful was “The Marlboro Man”….
Sales in 1955 amounted to 5 billion, and in 2 short years, climbed to 20 billion in 1957, for a 300% increase.
Even more amazing, is that Marlboro used to be a feminine brand, with the slogan “Mild as May”…