Old Spice Introduced a Son to Target Younger Consumers
Grace Mahas — January 27, 2020 — Life-Stages
References: walmart & cosmeticsbusiness
The new Old Spice campaign ‘Smell Like Your Own Man, Man’ promotes the brand's new Ultra Smooth range, and features iconic ambassador Isaiah Mustafa and his TV son Keith Powers.
Back in 2010, Mustafa starred in Old Spice's viral, tongue-in-cheek commercial that featured him shirtless, it outrageous scenarios telling women their men could smell like him. It gained over 100 million online views and an Emmy Award to elevate Old Spice's brand identity at the time.
In the recent campaign developed by Wieden + Kennedy, we see a young Powers playing a game of basketball with friends and being somewhat embarrassed by his "father" appearance. Mustafa is, of course, shirtless and performs an elaborate jazz routine and then dunks a ball on a horse. The video ends with telling his father he prefers the new Ultra Smooth range that glides on smooth with a featherweight feel.
The rebranding of Old Spice to feature a teenage son will help Old Spice target younger, Gen Z shoppers who may not have identified with the brand before.
Image Credit: Old Spice
Back in 2010, Mustafa starred in Old Spice's viral, tongue-in-cheek commercial that featured him shirtless, it outrageous scenarios telling women their men could smell like him. It gained over 100 million online views and an Emmy Award to elevate Old Spice's brand identity at the time.
In the recent campaign developed by Wieden + Kennedy, we see a young Powers playing a game of basketball with friends and being somewhat embarrassed by his "father" appearance. Mustafa is, of course, shirtless and performs an elaborate jazz routine and then dunks a ball on a horse. The video ends with telling his father he prefers the new Ultra Smooth range that glides on smooth with a featherweight feel.
The rebranding of Old Spice to feature a teenage son will help Old Spice target younger, Gen Z shoppers who may not have identified with the brand before.
Image Credit: Old Spice
Trend Themes
1. Rebranding with Younger Ambassadors - Utilizing younger brand ambassadors can help companies target a new generation of consumers.
2. Extending Brand Identity with Iconic Characters - Leveraging iconic characters in advertising campaigns can reinforce a brand's identity and appeal.
3. Expanding Product Range for Targeted Consumers - Introducing new product ranges that cater to specific consumer demographics can help companies attract a wider customer base.
Industry Implications
1. Personal Care - Brands in the personal care industry can benefit from rebranding initiatives that appeal to younger consumers.
2. Marketing and Advertising - Companies specializing in marketing and advertising can assist brands in creating campaigns that resonate with their target audience.
3. Consumer Goods - Consumer goods companies can explore opportunities to diversify their product offerings to meet the needs of different consumer segments.
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