This week I'm going to write about
something a little bit different, I'm going to analyze Old Spice's
Hawkridge Super Bowl commercial and their digital marketing in general. Old
Spice has created a level of expectation from its customers to have off the wall
commercials that showcase a brand that oozes manliness and attracts women like
moths to the flame. Unlike other products Old Spices brand name is so well know
that at the end of their commercial they rarely if never include website names,
facebook links, or other types of links to more information. They rely on word
of mouth or customers looking for more information to sell their products. With
this reasoning they make off the
wall commercials that appeal to their customer base and strengthen
their overall brand. They also use the same spokesman for long periods of time
and have them respond to internet users creating a more personal relationship.
This is a beautiful marketing campaign that works to help customers feel a more
intimate bond with the brand. This years Super Bowl commercial uses multiple
internet trends and keep with the Old Spice motif. The commercial focuses on a
man using Old Spice Hawkridge one of the new lines of Old Spices
spray deodorant. During the commercial Hawks start
to screech every time the audience focuses on the man using the deodorant,
over the course of this commercial the man wins a hand of poker and lady by
intimidating his opponent into folding a great hand. This serves
three very distinct very important purposes, it catches everyone who
was zoned outs attention, it creates a sounds and identity for the
product instantly, and it plays of a current internet trend of
cool predatory birds. When the commercial ends the tell tale Old
Spice jingle plays and announces the title of
the deodorant.
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| Old Spice - Hawkridge Commercial 2013 |
In my opinion
other deodorant brands don't have the kind of social media
understanding that the Old Spice bring to the table. Axe had a pretty decent
ad during this years Super Bowl featuring an astronaut and
a memorable life guard scene where a shark is punched presumably to
death. But other than that it seems like axe doesn't fully understand their customer
base. Sadly I believe they may be targeting males in general. Surprisingly I
had to do a quick Google search to find a third deodorant to compare and came
back with Gillette's version of a deodorant. Which I don't think I've ever seen
advertised and it looks like the majority of their marketing effort goes into
their razor blades. As far a social media in general goes, it looks like old
spice is taking the cake. Gillette is barely using its YouTube to advertise,
and Axe's channel is dwarfed by the amount of views and subscribers that Old
Spice has amassed. In my opinion though the best of these brands is easily Old
Spice. The reason I've come to this conclusion is because on more than one
occasion I've heard the Old Spice jingle used as a text tone. And having
someone relate enough to advertise for you is in short awesome.
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| Axe - Apollo Commercial 2013 |
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Duane
Duane
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