Old Spice

Introduction to Old Spice:

• History - Old Spice, created in 1934 started producing women's products, called "Early American". Four years later, Old Spice turned to men's products and created a Nautical themed aftershave and other products. This theme stereotyped the typical man (being a sailor) having physical and mental strength to be out at sea, battling against the bad weather and away from family.

• Aims of the Campaign - Old Spice wanted to create a new target audience. Previously they were advertising to 40 - 60 year olds, but after assessing market trends, they targeted a new audience of 18-34 year olds. The aim of this advert is to portray to the male audience that the middle aged man can not only smell like the Bahamas, but become it. Hence why he is the volcano. 
• Dates and Times of the Campaign - Advertising started around the early 2011 period. 
• Use of Social Media - Old Spice is using all three of the main social media outlets. They have to in order to "keep with the times" and up to date to increase their sale numbers. Using social media has its advantages as its essentially free advertising. They are able to tweet, upload pictures or photos on an Old Spice account, and followers will see this and like and react to the products online. This could lead to future purchase from those followers, making them customers. On Instagram, Old Spice has 105,000 followers. On Twitter, Old Spice has 216,300 followers. Lastly, on Facebook, the company has a total of 2.6 million likes, a lot more followers compared to the other two. This is most likely because Facebook is generally used by the older generations compared to Twitter and Instagram. Furthermore, it's also fitting because the Old Spice brand is targeted/was targeted toward the older audience.
• Representations of males - Males are meant to be confident, in the best body shape, and most importantly; smell nice. The representation of masculinity in the commercials and print adverts was a key factor in the campaigns success. Being built with muscle represents the women's conception of a perfect partner. 
• Representation of the brand - The brand is represented as a fresh, new modern fragrance for the usual middle age male users.