Mike Gross

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• Mike Gross
• Brenda Adams

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History

• The Old Spice brand has been around since 1937.
• It was originally manufactured as an aftershave
  by the Shulton Company founded by William
  Lightfoot Schultz. They established a nautical
  theme for the product with colonial sailing ships
  as a trademark.
• Proctor Gamble purchased Old Spice in June
  1990. They recently introduced many forms of
  deodorant sticks, body washes, and body sprays in
  a variety of scents.

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Deteriorating Brand Image

• Old Spice found itself losing momentum over the
  past few years as Axe grooming products, owned by
  Proctors rival Unilever, have been experiencing
  rapid growth.
• In the 90s they saw their brand image was
  deteriorating, seen as less sexy. Who wants to
  smell like their grandfather when these other ads
  are promising instant female attention?

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Wieden Kennedy

• To appeal to a younger crowd (12-34) and compete
  with the new body sprays. Proctor Gamble
  invested an estimated 100 million with
  Portlands Wieden Kennedy agency.
• Wieden Kennedy are known for their offbeat
  campaigns for Nike, ESPN, Target and Miller High
  Life.
• Wieden Kennedy have the capability and
  expertise to appeal to younger audiences talking
  with them as opposed to at them. according to
  Carl Stealey, the Old Spice brand manager.

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Experience Is Everything

• After landing the Old Spice account Wieden
  Kennedy started the Experience Is Everything
  campaign relying on Heritage and Humor.
• To differentiate themselves from Axe, WK have
  taken a different angle towards the same niche by
  using the Old Spice brand legacy as a benefit
  rather than a burden. The product is authentic
  rather than trendy, masculine rather than metro
  and old school rather than just old.

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Experience Is Everything

• They have linked the brand to worldly experience,
  and stated that its users are not swayed by
  fashion but by quality.
• Masculinity and classiness is strongly emphasized
  in both their print ads and TV spots.

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If your Grandfather hadnt worn it, you wouldnt
exist.
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Blueprints
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What doesnt kill you makes you better looking.
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• Experience is everything should bring some
  renewed appeal to the brand because it appeals to
  long term customers and attracts new customers.
• Timing was excellent because at the moment
  everyone appreciates authenticity, when retro is
  not necessarily a bad word.
• Previous generations loved Old Spice and had a
  more emotional attachment to it.

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Website

• Their nautical themed website features links to
  product information, news, and a page to test
  your experience to see if you are worthy of
  wearing Old Spice. For those who are not a 100
  experienced man they offer advice on things like
  giving a good handshake and how to avoid getting
  singled out in a police lineup.

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Results

• Since the advertising campaign is relatively new
  it is still too early to tell if Proctor
  Gambles 100 million move to Weiden Kennedy
  will pay off. But early this year Adweek named
  Weiden Kennedy the Global Agency of the Year
  for its culturally relevant, award-winning work
  so expectations are high.

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Sources

• http//www.allbusiness.com/marketing-advertising/b
  randing-brand-development/4677219-1.html
• http//www.nytimes.com/2007/01/08/business/media/0
  8adcol.html?_r1orefslogin

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Video Sources

• http//www.youtube.com/watch?vAf1OxkFOK18
• http//www.youtube.com/watch?vYg6bZSM48vU
• http//www.youtube.com/watch?v4Aj55sgudlc
• http//www.youtube.com/watch?v9t0z04Qz61Q