Oct
5
Old Spice
Posted by: alexeymanov | October 5, 2010 | Leave a Comment
While doing my marketing group assignment on AXE shower gel, we researched Old Spice vs. AXE commercial battle which was a big astonishment for me. I never really paid attention to neither Old Spice nor AXE commercials before, but i quickly realized that the biggest part of success for both of them were well designed and made video commercials. By well designed I mean they created an image designed psychologically, socially so that a lot of people would relate to it. By well made I mean the structure of actual video content, is perfectly serves it psychological and social purpose . However, what I wanted to talk about is how advertisement can have an unbelievable impact on product sales. If I were rich back in the day, and someone form AXE came up to me, showed me their business plan, which is to make a shower gel for MEN, 18-24 years old, ohh and yeah, the target area are SHY 18-24 year olds. I would’ve laughed at them. First of all why do you need a shower gel, when you have a shampoo especially when you are 18-24? I’ve never seen someone going into the shower with two different bottles.. Secondly, by creating a “gigolo” shower gel image, people who would purchase it would associate themselves with it. I’m not one of them. Even if I do like the new AXE smell I would never buy it just because of the image they put on it. Old Spice has exactly the same issues to me. Do you really need a constant reminder that you are a man? When did we loose the sense of being a man? or maybe media took it away from a lot of people? I personally just dont understand what was marketers thoughts about an average Old Spice customer. He walks around the house and then suddenly stops and realizes that he forgot that he is a man…he should definitely go and buy some old spice to boost that confidence up. On the serious note, I think there is a bigger issue behind all of this commercial success, the issue that now men (generally speaking) really need a constant reminder that they are men. When Confidence-questioned commercial for man are beating any other ones….thats a serious issue I believe…something is wrong here….