Old Spice Advertisement:
About: Old spice is an American brand of male grooming products encompassing deodorants and antiperspirants, shampoos, body washes, and soaps. The product was first introduced in June 19, 1937; 82 years ago.
Old: The primary audience for Old Spice was old men between 40-60 years old. The advertisements shown that it was targeted to a very old audience as it has a very 80s feel to it with their dress attire shown on the left picture it has them wearing very formal outfits with a 80s graphic style. The text/writing has a more cursive touch to it which is much harder to read if your younger. However, the secondary audience was around 28-34 years old as this is when most adults start to get married or want to take more care of themselves so they wanted to smell good then. The colours that they use doesn't stand out due to the navy blue and dark red commonly being used which wont catch the eye of a younger audience. Found in most of their posters they have a small paragraph explaining the product which doesn't help stick their product into the audiences head. Finally, the logo had a old fashioned ship taking up the majority of the product with the text found below in a small text not being the main focus.
New: Around 2010 Old Spice changed their identity to suit a younger audience as their business had been failing, specifically their target audience was young guys between the ages 12 to 34, to compete with Axe/Linx. Even when they switched to having a younger demographic they still wanted to keep their older audience for their secondary audience. They were aiming to reach an audience of guys who want to smell great, but not to take themselves to seriously. Old Spice has created a niche for itself as a product for older, more serious men and they wanted to move away from that. The logo made their text logo the main focus and made the old fashioned ship small turning it into more of an easter egg than their identity. The stuck to the same colours but they used lighter tones to bring the posters/adverts alive and to catch the younger audience they want. Instead of having a small paragraph explaining the product they switched to having quotes so the customers remember it (e.g. smell like a man, man). The bottles/tubes have changed drastically as well from being a cream colour in a random shape with their logo its now a bright red which is much smaller for convenience and the shape is like that for a reason. Finally, the biggest game changer to bring a younger audience in, is creating a lot more adverts and not any regular adverts. These adverts had a young male creating these ridiculous things with their signature whistle at the end, they created multiple short ads to the point where everyone knew who they were.
About Unilever:
We work to create a better future every day, with brands and services that help make sustainable living commonplace.
Our history - Unilevers pioneering roots each back to the 19th century and our unique heritage still shapes the way we do business today.
Our vision - We will develop new ways of doing business with the aim of doubling the size of our company while reducing our environmental impact.
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