With a target market of males 12 to 34, Old Spice (NY Times, 2009), uses what typical masculine males enjoy in effective manner. This age group seeks products that re-affirms their youthfulness and masculinity. What other way than to associate your product with a professional athlete? Drew Brees was used in an interview with a robot (technology is also stereotypically seen as an interest of males). The message appeal used humour and this is effective because consumers usually have low motivation/involvement to find out the benefits of deodorant. Furthermore, the attitudes of consumers were already positive towards Old Spice from the effectiveness of past marketing campaigns that were humourous (The Man You can Smell Like) which is usually a prerequisite to using humour. The source effects used were source attractiveness and souce meaningfulness as NFL star and football legend, Drew Brees was featured. In terms of source attractiveness, Drew Brees is the definition of masculinity, being a quarterback and NFL star. Thus, the association of masculinity is linked to Old Spice. Moreover, they will just find the product more attractive with an association with a professional athlete. In terms of source likeability, Drew Brees is a very admired NFL quarterback. He has overcame adversity with his injuries to attain championship titles with the New Orleans Saints. Additionally, he holds 6 NFL records and has won 18 awards. This adds to his likeability, and thus, the likeability for Old Spice. With the use of humour, source attractiveness, and source likeability, Old Spice continues to show it understands how to connect with its target consumers.
Posted on: Tue, 28 Oct 2014 18:48:29 +0000
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