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| Isaiah Mustafa- the actor behind "The Man Your Man Could Smell Like" campaign |
Some might ask the question what is a brand and why is it so important. No, a brand isn't a tool used to mark cows on the farm...the meaning of the word has evolved much like the business behind it. The thing about a business like advertising is that the rules are meant to be broken, ideas are meant to change, and in a society that is controlled by the consumer, we make all the decisions. Products begin as something simple and straight to the point, something tangible or intangible that the consumer wants or needs. Brand is an evolution of a product, but goes far beyond what the product is meant to do. Lets take for example Old Spice. The name is dreadful for one because it immediately makes me think "ancient". With a name like Old Spice how could you not? If someone did not own any Old Spice products or was not familiar with the Old Spice brand they would maybe think it some kind of cologne or mens product for the elderly, when in fact it is maybe one of the best examples of a company that changed its target demographic in order to keep its product relevant. After Procter & Gamble bought the Old Spice brand from its original owners, they gave it a new image that centered more around the Old Spice "culture" than the product itself. From the deodorant to body spray to everything in between, the Old Spice brand is young again. Not only was the packing different but the nationwide ad campaigns made Old Spice the face of funny. Silly commercials targeted at none other than the over 16 under 21 demographic were a huge hit and it really changed the way consumers viewed the product. Old Spice had found a way to relate to its demographic, but what was it that it's demographic wanted? What more does any 17 year old boy want other than a girls attention, and what better way to get it than a simple spray of Old Spice body spray. "The Man Your Man Can Smell Like" campaign was one of my personal favorite from the past years just because of the hilarious scenes. What I really liked about the campaign is that behind the humor, Old Spice is doing a great job of convincing me to buy their product. It targets directly what men want, women, and it almost does a great job of convincing you "you need this deodorant to get chicks." Through humor and comedy, Old Spice created that emotional attachment with its customers that is really where the money is in the business. One series of commercials and I feel like I have been seeing Old Spice everywhere. In the store, at my friends houses, even in my own bathroom Old Spice won't stop following me around saying "you need me!" Right there Old Spice has created exactly what they wanted from me, BRAND LOYALTY. What kind of deodorant am I going to recommend to my brother or my best friends? Old Spice.
