Old Spice Promotions

Promotion is about providing information, influencing behaviors and changing behaviors. Old Spice was able to do this through their quality content, and funny, commercials/videos. They appealed to young men and women in their videos by using sex appeal for the women and humor for the men. After they launched some of their first commercials with Isaiah Mustafa, Old Spice body wash products went up 11% in sales in 2009 and by February 2010 sales were up by 27%. Old Spice had found there target audience and capitalized on it with great success.

Old Spice promotional strategy is more about quantity than quality. They say they would rather get out 10 good videos with strong content than 5 perfect videos. They want to get the word out as much and as fast as they can. When they have a commercial come out for the first time they simultaneously put it on YouTube, Facebook, Twitter and several other social media outlets with the hopes of getting people talking about there product. People love their videos so by putting out as many as they can they stay relevant and people continue to talk about them, they don't let the consumer forget who they are.

Using the Hierarchy of Effects Model, Old Spice changes the way young men and women thought about their product. Before the videos men wanted something they liked that would make them smell good. After the videos Old Spice wants them to think about how they can be a cool man. They want them to feel like by buying their product they can project confidence to the opposite sex. Women before the videos just thought of products they could buy to keep there men from using their own products. After the videos they thought there men could be like the shirtless man on the horse. They felt their man would smell great and be the man they want them to be.