Tagged 'Old Spice'

Halloween: The Celebration of Dramatic Re-Branding

Posted by Christoph Babka on October 31st, 2012 at 7:00 am

Go into any Halloween superstore and you’ll find a plethora of packaged costumes, cheaply constructed and relatively affordable. Inside each plastic satchel is the promise of transformation – for one night you can become Freddy Kruger, Alice in Wonderland, or even Snooki. On All Hallow’s Eve you’re given permission to tap into a latent dimension of your psyche, and express your hidden desire to be scary, funny, or sexy.
In the context of advertising, Halloween is an individual’s opportunity for disruptive rebranding.
364 days a year you present yourself to the world within the fixed parameters of your personality and identity. Some days you’re more pleasant than others, but unless you’re bipolar or suffer from multiple personality syndrome your identity typically falls within a specific predictable range.
The same hold true for brands.
While Oreo exuberantly celebrates its 100th anniversary and even releases a candy corn flavored cookie for Halloween, it steadfastly maintains its core identity. According to Becky Tousey, Kraft Foods’ corporate archivist, the brand’s message has maintained a consistent theme throughout the years. Tousey told ABC News: "The focus of advertising was on the fun of eating Oreos, the fun of the parts of the Oreo. It has that theme of the enjoyment – the twisting, the... Read more

Move Over, Mustafa: There's A New 'Old Spice' Guy In Town (Video)

Posted by Rick Mathieson on July 20th, 2011 at 6:05 pm

Isaiah Mustafa can move on over. Old Spice has a new (albeit old) guy now.
And he's got an all-too-familiar golden mane.
That's right, 80's icon Fabio - he of the Harlequin novels of yore - is the new star of new TV and print advertising, as well as a new OldSpiceGuyFabio YouTube Channel.
Look for much new social media fun from Weiden+Kennedy Portland to follow. Already, press kits are coming with faux personalized videos dedicated to recipients (here's one a reporter at Creativity received).
Still, Mustafa was an unknown actor Old Spice made into a star (and, it can be argued, vice versa). Can a well-known, B-list celebrity bring an aura of hipness to the brand along the same equation?
Nothing against Fabio - he just scored big time. But Mustafa really did bring something for which men can aspire and women admire.
In W+K's able hands, I think this will probably be something different, and just as awesome, in its own way, as the original.
But what's your take? Does this new effort have a fresh, cool fragrance?
Or is it really putting the "old" back in the brand name?
Read all about it, here.

Get ready for "We want some Old Spice"

Posted by Uwe Hook on July 28th, 2010 at 6:06 pm

Kudos to the marketing department at Old Spice and all the folks at W+K: Brilliant idea, great execution. Problem is, all other agencies, small or holding companies, are in deep, deep trouble. I mean, deeeeeeep trouble. If I was a betting man, I would say at least 100 marketing executives will talk to their agencies this week alone and demand: "Give me some of that Old Spice." Just like they asked for some of that Second Life, some of that viral video. Remember Subservient Chicken? You ain't see nothing yet. (And, as you can see below, Cisco was the first to jump on the bandwagon.)
The advertising industry loves copying successful ideas. After getting the briefing from account services, my first Creative Director locked himself in the office to go through obscure advertising annuals (Mongolia, anyone?) and Luerzer's Archive. Just to mash-up Czech print ads with Nigerian TV commercials. And lose account after account.
Brilliant advertising takes time. Time to develop a trusting relationship between client and agency. Time to understand new technologies and how to use them effortless and appropriately. Time to understand the brand. Time to understand the culture of the client. Time to fail. Time to almost fail. Time... Read more