Everyone in advertising is going ape shit over Old Spice right now. They’re doing it right, they really are. Funny ads, great social media engagement/responses via youtube. It’s all looking good. Here’s where I get a little lost: who’s the market? Are they trying to reclaim the bros that Axe stole by offering them a false sense of authenticity? Are they just creating an awareness and appreciation for their brand? Is there a sense of nostalgia that I don’t feel because no man in my family has ever been an Old Spice man?
Obviously I’m not the target market. I hate products that smell. They’re annoying and make me want to sneeze. I make my purchases on a more pretentious, conscious level. If I knew that Old Spice didn’t test on animals, had better ingredients and offered an unscented product I might buy it. However, I don’t want to put the research into that when I already know of several other brands who meet those requirements. Also, my ideals of being a man don’t really match up with any popular-modern-masculine-bath-product. I don’t want to feel like I’m driving a race car when I’m shaving, no need to send me up in a fighter jet to wash my hair and I don’t need to feel like I can sweep a beautiful girl off her feet because of the deodorant I wear or body wash I use.
The only advertising campaign in recent years that’s made me want to buy the product were the Ketel One Vodka spots. You know why…because fuck Grey Goose. I want vodka on the rocks, I want to smoke cigars, wear suits and drink with my buddies. We’ll complain about work, run gambling rackets in the back of our restaurant, pay off the cops and do what we want. I don’t want to walk around in a bow tie as some arm candy for a French model while she orders a dry martini with 2 olives.
While Old Spice is killing it in the ad game, I feel like because I work in advertising I should recognize that their product’s really not that great…they just got a really creative agency to pass them off as being great. Anyone can do that right? I guess in comparison to the other modern products I’d choose Old Spice. I’d rather have that than Axe or Bod or whatever else is out there.
Thoughts? Am I missing the point?
Do I need some sort of television service so I can see these ads more often? Yes.
Do I like vodka more than deodorant? Yes.
3 Comments
Good thoughts. I’m guessing they are looking to get in the heads of female shoppers. You know, those twenty and thirty somethings that LOVE Target SO much.
good point, I tend to forget about the ladies when it comes to things like this. will guys be pissed if their feminine counterpart buys them this new product?
i would be totally pissed if my female counterpart bought me something i don’t want. being a man means not wearing shit just because your ladyfriend asks you to.
also, vodka doubles as deodorant.