Isaiah Mustafa the original Old Spice has come back for the holidays. Isaiah going by the name of MANta Claus has once again captured quite an audience. In COMM 222 we talked extensively how viral videos can be a successful form of marketing. We then watched several viral videos and I believe that MANta Claus will be successful viral video, take look for yourself. http://www.youtube.com/watch?v=RXPrkOuy8r8.
Adweek stated that this video was first launched on Twitter and is about to explode on the internet and go viral. The biggest reason that this will be a success is that MANta claus will reach its target audience. I believe their demographic is men ages 15 to 25 and the use of humor is appealing to them. Some people may argue that humor takes away from the main message of the commercial and that might be true in this cause. I think that it is acceptable that MANta Clause doesn't talk about the benefits of Old Spice. Old Spice is trying to build awareness about their product and viral videos such as this do a good job in that regard. Old Spice is known for having comical commercials and is viewed as a "cool" brand because of their commercials. Old Spice has done a good job of reaching their target audience weather that be through television, print, internet and video games. In the popular football video game "Madden" Old Spice was featured extensively. The "Old Spice Redzone" was an excellent way to reach their target audience and was always in my mind when I played the game daily last year. Old Spices future looks bright if they keep finding innovative ways to reach their audience.
http://www.adweek.com/adfreak
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I give big props to the marketing agency who manages Old Spice's account. Not because they brought Isaiah back after the not so much successful "Fabio," but because they really knew how to incorporate Youtube and Twitter into their whole marketing campaign. I remember one of their most famous marketing strategies, the personalized YouTube replies, which made headlines on Ad age and Brand Week. By the content of the video you shared, it seems like they are going for a very similar approach with their Christmas campaign and I think it's a good idea; as long as it works, why not keep doing it.
ReplyDeleteI don't think it's a problem for Old Spice (or any other well-known brand) not to mention the benefits of their product in it's commercials as long as the product is well known by its consumers. When men are in the aisle for deodorant, they won't be thinking about the different value propositions each brand has but very well may base their choice on what they remember. It sounds like Old Spice is on the right track with bringing back the original actor and having the goal of producing a video that would go viral. This is an important lesson marketers can learn from this example - it doesn't matter as much to mention the perks of a product as long as you have a product worth remembering.
ReplyDeleteOld Spice is using an interesting technique to get their message across. By using their original spokesperson “Issiah Mustafa” they are trying to sell Old Spice’s brand image over the holidays. This idea will be affective because Old Spice is using their original spokesperson along with holiday humor that captures the audience’s attention, thus creating brand awareness. This ad campaign will also help increase sales during the holiday season. Old Spice requires a low level of involvement and would make for a great stocking gift. Although humor in the commercial could potentially take the focus away from the product Old Spices could use humor and still have an affective commercial.
ReplyDeleteAlejandro brings up a good point with the personalization and social media strategies Old Spice uses to bolster sales. I think it's great they went back to their spokesperson, because when the first commercials hit TVs and YouTube, they were hilarious. Even those outside Old Spice's target audience loved watching them. This is what creates brand awareness and maintains brand loyalty. Even if they were to get a new spokesperson, people would still remember Issiah Mustafa and his connection with Old Spice.
ReplyDeleteAnd I think it's a great idea making holiday themed ads and explaining the product benefits. It certainly can't hurt them; people know Old Spice for their humorous ads. I don't think there's much that can detract them from their success right now.