The Ad Campaign That Saved Old Spice - Cheddar Examines
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- Опубликовано: 11 сен 2024
- Old Spice has been around since 1937, but how has the brand been able to stay current with a new generation? Its successful marketing campaigns are notorious, leading to a massive increase in sales.
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Also have to factor in Moms here too. Many teen boys, ripe to be introduced to deodorant during puberty, let daily necessities be purchased by their Moms. So, Mom sees ad, buys it for son, son gets used to whatever scent, continues to buy the same brand/scent because that's what they're used to. Pretty genius.
I'm a victim of this and you know what I'm not even mad lol
@@welp2388 Victim??? Old Spice is the reason you got laid kid!!!
That and one of the other big brands, axe has been demonized from middle school axe bombs
oh shit, bingo -- around when those ads got popular my mom bought me old spice pomade to use for the homecoming dance and i've been using it ever since
That is what they meant by
women.
An entire video about Old Spice commercials and not a single mention of Terry Crews :(.
Wheres the credit when it's due
The video is about the resurgence of old spice. By the time Crews came on, it was already very popular.
Terry crews era is deserving of its own video
@@uss_04 why ? Because it's Terry fuck Crews
This video couldn't handle the POOOOOWWWEEEEERRR of Terry Crews' ads.
It's too powerful.
Not a single mention of the counterpart: Terry Crews insanity ads that appeal to the rest of the demographic, and their following teaming up to sell to both women and men at the same time.
And dogs. And aliens. And god. It's Terry Crews after all.
Terry Crews did elevate it, but when he came on the brand had already become successful again. This is more about how Old Spice rebanded itself and got back on the track to succeess.
It also sold to 20 year old memers/millenials
Geeks, people who already were into the insanity of japanese commercials.
Terry Crews' ads really appealed to me as an Alien.
"A 360 rebranding"
So, no change in course at all?
Lol
thats what I thought haha
360 as in they looked at the whole picture. Or 360 as in they started off by selling to women in the beginning, and are now doing it again.
it means going full circle they started marketing to women and went back to that after marketing to men unsuccessfully for a while.
Cass E Except after saying that later at 5:11 she said they had a new audience
You know you got a good ad campaign when people go through ads to see your ad
I guess you can say.. we're ADdicted!
@@KayoMichiels can you not
The old spice whistle tune is the thing that really got me
P-p-p-p-p-p-POWER
Some people just wanna listen to Isaiah Mustafa's buttery voice
Att he should read books on tape
Everything about him is smooth....yum
Now, Isaiah and Terry were the best combination.
The term "360 degrees re-branding" makes no sense in the context of the change in their marketing campaign. If you turn 360 degrees, you are back to where you started (full circle). I think a better term would have been "180 degrees re-branding"
^
Basic trig I guess lol
I think the idea is that they have changed all 360 degrees of their brand. If you imagine their brand concept as a pie chart all 360 degrees of it have been altered.
I never understood why so many use that phrase.. it's not 360 its 180!
I feel that term means to redress to when they were more popular
Both Isaiah and Crews really brought it all together. The ads were funny but they were totally different people that both had an excellent sense of humor to the way they engaged in the ad.
Let's not pretend, Terry Crews is why I came
Same
and i emphasize on the “came”
Not me
@@pupip55 ur nasty !
I creamed in my pants !!!!!!
Hey Chedder, I really appreciate the fact that in your videos, you do not always edit out the "natural pause" that occurs after a sentence. So many youtubers DO and it's really hard to 'digest' the content when the natural pause is removed 100% of the time. Thank you for setting a good example!
I actually started using old spice beacause of this campaign..
It's a good brand
Nice
Then you are an idiot.
@@AuH2O Nah man, just use Old Spice, if your grandpa hadn't worn it, you wouldn't exist. ;)
@@Volvith My grampaw never wore Old Spice. Neither my dad, nor I. We're not a family of mindless sheeple such as yours.
Terry Crews' adds are too POWERFUL to fit in this little video.
AAHHHHHHHHH! EXPLOSIONS!
P P P P P P POWER!
Terry’s voice sounds in my head while reading this.
Their ads worked on me. My friends and I thought the ad was amazingly funny, and since then, we all use old spice.
Not even just the branding, but Old Spice is an actually good smelling and varied brand.
I’ll admit that I tried Old Spice because of the ads, but it was the quality of the product why I then made it my regular product
Terry Crews joined server
İsaiah Mustafa joined the server
İsaiah : Hello ladies...
Terry : *EXPLU(INSERT MEGUMIN MEME HERE)SIOONNNS*
Did you know that I'm riding this horse backwards?
In this I never heard anything about Terry Crews. He is the sole reason I started using Old Spice.
It"s funny that the comment section is full with his name though.
Because isaiah is the one who started their popularity even terry says he did his old spice commercial because he saw how isaiah was great and he wanted to join in....without isaiah terry would have not wanted to do it.
Terry was awesome, but Isaiah's ads was the distinct and measurable turning point. The ad was a brilliant firestorm, and as great as Terry Crews is, he didn't contribute to that 60% rise in sales. Hence, the point of this video.
MeliLew Thank you! The comment section seems to be ignoring the fact that Isaiah’s commercials were hugely popular. It’s not cool to ignore that because Terry is the more well known actor.
WHY U SKIP TERRY CREWS!!!!
That ad was made after 'the man your man can smell like' one.
jod125 actually the first terry crews commercials pre-date the man your man can smell like commercial, they brought him back for cross overs.
@Noah G. lol
@@ryanmassey1441 No, the The Man Your Man Can Smell Like came before Terry Crews ads.
The Ultimate Jobber Sami Zayn keyword of advice, do a simple google search before you comment, the Terry Crews commercials pre-date TMYMCSL commercials by a couple years at least.
You’re completely ignoring the Terry Crews commercials’ effect on their sales.
Not ignoring; but, it didn't have the same impact.
@@keanusolan2844 yeah it had bigger impact infact they even said that they brought in the new guy to try and compete with terry.
@@carbongaming8448 bruh what? Crews' ads came after Isaiah.
Cam James sorry but terry was way before him. He was the original old spice guy
1:00 *body ordor*
seriously, is no one else gunna mention this?
Yeah surprised they didn't catch it. Wasn't it the first text on the screen?
Andrew Caplan It was! I paused the video just to look for this comment
That's masculinity for ya
Still don't buy it. How could it have been fashionable to smell like nasty ass body odor?
my dad used old spice when i was a little girl and my late husband also wore it. great scent. im drawn to it like a magnet.
My dad used Old Spice. Always reminded me of him when I see or smell it. He passed away when I was 14. ☹️
Lol I’ve been using old spice and my gf introduced me into it. Guess it worked
Often marketing seems like a Job everyone could do. But this shows that it can be an art.
Didn’t target women, they targeted men’s insecurities.
Samuel Eaton exactly
Yeah, I find the commercials kinda stupid. Maybe it's because I don't swing that way nor do I care about masculinity, but all the ad campaigns seems futile.
Fear that a muscular black man would steal their woman. Nowadays in advertising white men are always portrayed as incompetent idiots, women as empowered "don't need a man" types who can do everything and black men as their suave love interests.
THEY TARGETED TERRY CREWS PECS
@@Ozymandias1 I think you're insecure bro, there's no other reason why you would come up with this ridiculous notion.
Their deodorant actually smells really good
It's really the only alternative to axe, so I'll take it any day.
As a german I always wondered why Jägermeister is so popular today, since my father (almost 60) says that in his youth only old people used to Drink it. Does anyone know when they became popular for young people?
mabey it's beacuse jägerbomb cotain redbull
In the mid nineties, Jagermeister realized that the only young people buying their product were in the metal scene. Scandinavian metal bands were constantly being photographed with a bottle of Jagermeister in their hand, so they went after that market pretty heavily and began sponsoring metal fests and hard rock concerts/bands. It was an untapped market; these were primarily white males age 21-34, historically the most important alcohol segment, who were not being targeted by Skyy Vodka (who were all about the yuppies), Jim Bean or Jack Daniels (country music) or Hennessy and Courvousier (black Americans). Jagermeister saw the potential and ran with it, and it soon began spilling over into the frat rock/jock crowd, who made it mainstream.
It’s got a high alcohol content and it was cheap, so it became popular with college kids in America
Marvin Harrison Smith II “21” to 34 demographic
Sydney Frank was an american businessman who owned the import rights for jagermeister. In the 90s he observed that college kids at Louisiana state U preferred Jager for getting wasted. So he targeted that market hard. He turned jagermeister's brand in the US around 360! (Lol) After that he invented, out of thin air, Grey Goose and along with it the entire premium vodka market and sold it less than ten years later for 2 billion dollars.
Source: really interesting podcast www.npr.org/sections/money/2018/02/23/588346329/episode-826-the-vodka-proof
Yeah, but I only got to know Old Spice thanks to Terry Crews
3:59 I really appreciate that nice drifting back into the shadows effect. Whoever came up with it did a great job.
I actually started using Old Spice due to Terry
“Girls like it, is there a better reason to to wear old spice”
As a gay guy I’m gonna need that “better reason”
As a gay male, your better reason is if you like the quality and scents of the product. Marketing is always going to target the dominant demographic.
Bruh as a fellow gay guy, I love the smell of old spice.
@@kiwitartss and if your attracted to men and you like the smell does that mean it does work hmm
remake this video, and include terry crews
POWERRRRR
They skipped Terry Crews because of too much POWWWERRR!!
I actually started using Old Spice body wash because of this campaign. I had never tried their body wash before (despite wearing Old Spice deodorant every day), but the campaign pushed me to try it. And I liked it and still use it to this day... it smells damn good.
No disrespect to Terry but before Terry it was the the old spice guy Isiah had me watching it and truly saved it Terry just made it more funny and fun to watch and brought in the kids and teens
360 rebranding?
How did I miss that when she said it.
Followed up with a noscope
I think it's meant to imply that they're rebranding in every direction....
@@jannichtorp1245 MOM GET THE CAMERA
Hawk Gatling AND MY INHALER!
I love good advertising and the stories behind them. There used to be a great Australian TV show about adverts. I miss it. (I used to get it on youtube)
K Webster Gruen I think it’s still going
Yes! I love that show! Thanks
Omg I gotta see that shit! Australians are absolutely hilarious 😆 some of my favorite comics are from down unda! 🦘 🐨
The key to marketing: don't target the consumer. Target the ones the consumer cares most about impressing.
I'm in Australia and I use Old Spice. I never had any preconceived ideas about Old Spice being an old brand. I just thought it was a good product that actually lasted for the whole day.
We loved Old Spice Swagger and I bought up every discontinued item I found in stores on sale. Great product 👍🏼
I've used old spice for years cause I can't use anti-perspirant and they have always had the best selection of non-AP deodorants. I'm 30.
one small probelm they along with every other deoderant is ap
2:59 that lady is covering the camera with her finger
Holy shit LMFAO
Wooow that's a really good video
I feel they use a view metric saying "most viewed", when it's clearly "seen before other videos when ad money was used". Which is lightly put lying bullshit. Usually if I see one thing like that I never return to a channel, where they conflate things, or make it sound like what it isn't in reality. Therefore gladly done with this channel, their lies may not be as easy to spot next time.
I'm a boomer and was never really into Old Spice until recent years, I love their body wash and I keep plenty in my shower cabinet
This channel deserves so many more subscribers
Does it though? Business casual, company man, today I found out, the list of channels that do the same thing better goes on and on.
just got here from business casual, so you're saying the company man and today i found out are similar and worthwhile? thanks, i'll check them out
Having just watched some "Old Spice" TV commercials from the 1970s that I personally remember watching back then, right after watching one of RUclips's 21st century ads was what brought me to this video.
Body Ordor at 1:00
seriously, is no one else gunna mention this?
one does not simply walk into ordor
6:54 Good Warning America
My father (WWII vet) wore Old Spice, of course. And my husband used it when I first met him in 1979. I buy Old Spice regularly for my husband and sons; it’s just part of my grocery shopping.
Old spice succeeded by harnessing the power of memes.
That one though was more evident with the Terry Crews ads than the Isaiah Mustafa ads. If Isaiah was ASMR, Terry was earrape.
Not wrong. I know those ads increased my awareness of Old Spice and now its my go to deodorant.
It's also easier on my skin too. when I use the Dove shit my arms break out in weird red rashes and it drives my crazy
They didn’t even mentioned Terry Crews 🤧
Because he came after. He didn't save the brand. It had already been saved by the time he came on.
cuz threesome and incest
POOOOOOWWWWWWWWEEEEEEEEEERRRRRRRRRR
They were able to sell to both markets by making an interesting ad that stands out from the rest. Their eye catching ads did market to women, but men at the same time because of the insanity of the ads that were made of.
Now, that is genius marketing!
Seeing this videos now I’m influenced to buy an old spice product “LIKE SERIOUSLY” 🤣
I like the historical aspect of Old Spice myself. It always give me a sense of the 1700’s-1800’s and the naval focus of that time.
"They had to rebrand, so the looked to the big guns"
*Insert Terry cruise
I’m 53 and always have used Old Spice aftershave. In university the girls dated all said it reminded them of their dad. That sealed many deals. Always have the spice!
this channel is so underated
I always used old spice because that's the only thing that could handle my horrible adolescent body odor.
4:35 360 rebranding??? Don't u mind 180??? 360 means u get back to point where u started.
This is a great video - I shared it with my marketing class - Seriously effective, succinct case study. Thank you for your time and effort.
Ad target to women to sell men's product.
That kind of thing that makes no sense without research.
Awesome
I am a fragrance collector. I have over 2000 fragrances insured for over $150,000.00. A year ago a good friend of mine gave me a vinage, unopened bottle of OldSpice from about 1948. It was supposed to be a gag gift. I wear that gag gift every night. It's been killed by IFRA over time but in its day it was beautiful.
*P-P-P-POWEEEEEEEEEEEERR!!!!!!!!*
“They picked someone who was very relatable”
This man can summon diamonds out of thin air, he is not relatable. He is beyond human.
Still one of my favorite ads
Yo
thank you for also crediting the advertising agency behind it!
Please make more such type of video.
After trying different deodorants through my teenage years, I finally settled on Old Spice. It's funny that my wife came to using Old Spice as well given various skin reactions with other brands.
Why can't I find classic scented deodorant and anti perspirant old spice anymore? It's always just the deodorant with no anti perspirant. Is this a conspiracy?
s0nnyburnett Target sells Classic Old Spice Deodorant and Antiperspirant, at least my local one does. The real conspiracy is who sells the cologne? I can only find their Aftershave, but not their Eau de Toilette.
shortalay I can only find the anti perspirant and deodarant
When I learn that people still buy things other than food from physical stores.
Jack Evans How do you buy a fragrance without smelling it first? Shoes without seeing how they fit?
Sweating is healthy.
"360 rebranding"... That means going on a full circle and staying on the same point, I think you mean a 180 miss...
As a woman, I really like the smell of Old Spice. It's very masculine.
Because that's how your man should smell like
*These series of ad campaign worked for me. Been using old spice since these commercials were aired.*
1:03
"Body order= masculinity"
To have control over ones body is very admirable LOL
He who controls the Spice, controls the universe - Baron Harkonnen
I use a clinical deodorant. Because I'm that badass.
Same. I smell sterile, like a hospital.
Even before the ad campaign, I hated how disgusting axe commercials were. And more than that I hated the product itself... All my middle school boy classmates were crazy about it. They would be drenched in axe to the point it became impossible to be near them. Old spice spoke to me on a deeper level. Yes, I buy my boyfriend's body care products and my mum buys them for my dad. And the signature old spice smell just makes me feel home. My dad always wore it, and so did his father. I make my boyfriend wear it too.
60%???? And here I thought I was being an independent adult because I bought my own deodorant. Guess it means I'm just lonely.
we dont have old spice here but their ad productions are actually impressive that i want to get old spice for myself
Alter sent me here this was a great video
*Paid advertising statement. - Sorry you forgot to add that. You are welcome.
4:30 a 360 rebranding just goes the same direction, 180 rebranding did you mean
I use Old Spice everything. When we sleep at night, my wife practically buries her face in my armpit.
Raul Medina This comment here officer.
*OPEN UP*
My dad wore Old Spice, but interestingly enough, I plan to add Old Spice to my collection in the near future. The commercials definitely helped me form my opinion.
The Old Spice guy is hilarious 😂
The old spice man was my marketing professors screen saver
Men .. the real commercials .. they really knew what they were doing back then
Pure advertising excellence. I switched to Old Spice after this campaign.
Brilliant ad for W&K
Old spice gave me a chemical burn on my armpit. I emailed them with pictures and everything and they just said "we're sorry, here's a coupon for some more old spice"
Here because of tech altar.
And now this campaign has been resurrected and is currently being aired in Spain, and is a phenomenon with the 40+ people. Everybody is quoting the ad around here.
4:30 So they did a 360 re branding meaning nothing changed at all? 360 means they just did a full circle lol.
I read a lot of people pointing out that the Terry Crews commercials came later after the brands returned to success. This however is simply not true. Isaiah Mustafa commercials were the first but by less then two months. What you really need to see is that the ad campaign was really a multi-prong attack targeting its entire consumer base. This was a brilliant ad campaign that made it's consumer base seek it out over them seeking out their customers.
They didn't mention Terry Crews because his marketing memed old spice but didn't change the market very much. It was memorable but not as profitable as the one talked about in this video.
I remember when old spice ads were taking over, I loved those ads so much. But I still love the classic old spice smell
Yeah yeah great video but we know the real reason is the beautiful creature named Isaiah Mustafa.
What guys out there remember
Musk or Brut ?
I hate that Old Spice went down to Axe’s level instead of reinventing their image as the traditional and dependable scent for a man, I am 22 and prefer Old Spice Aftershave, their oldest scent, it smells great, but people still give me looks if I mention it thinking I choose my scents like a high schooler.
shortalay -
I agree. Old Spice could (should) go for the hipster / bearded / vintage vibe... Nautical, masculine, lumberjack...
You’re welcome Old Spice.
Sincerely,
Some Random Advertising Professional
(offering free unsolicited genius-ness to unsuspecting individuals for decades...and counting)
#YoureWelcomeWorld
AlphaBetaTangoLimaEchoGamma Some would argue they do with the names and designs of some of their more recent scents with wolves, bears, and krakens plastered all over the bottle but it looks childish, whereas the Classic scent is subtle and elegant in design.
shortalay - That’s a good point with I think an important distinction, which I feel you accurately articulated. Thanks for sharing...
AlphaBetaTangoLimaEchoGamma they are kind of doing that now
I a teen, personally LOVE the scent of old spice. I frickin love whenever my boyfriend wears it. Axe also has a scent that is super similar, to where I can barely tell the difference between the 2 if u still want to wear axe for some reason
This makes me want to buy Old Spice
It was the Terry Crews commercials that got me 😂