So Old Spice did it’s research & knew it’s target market for it’s mens shower gel but had to figure out how to target them. The Research suggested women purchase as much as 70 percent of the shower gel for men in their households, but using body wash struck some men as unmanly.
Therefore the ad campaign they had to create would have to target women who purchase the shower gel & make their shower gel seem more ‘manly’
So just like selling any product Old Spice had to find it’s target market, find a way to reach them, over come any objections the target market may have about the product, build their brand & sell their product.
And they did this by creating one of the funniest ad campaigns I have ever seen. You can see two of the ads below & see exactly how they targeted their market.
Not only is it an education in targeting your market but it’s also hilarious!
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Hi Mark,
What hilarious adds! Although it is so true about the women buying for their men.
Very smart marketing! I also really like the ‘Linx’ adds have you seen those? They are targeted to the very very average block, saying if you wear link you can attract women after women!
Thank you for the giggle,
Cheers
Jacinta
Thanks Jacinta. Ya I’ve seen the Lynx ads, the old spice ones are much more clever & much funnier tho. I don’t use either brand but if it were based on the ads it would definitely be old spice!
Just popped over to your blog by the way, it’s really good.
Mark