Written Point of view on advertising impact

Written Point of View on Advertising Impact Student’s Name Institution Course Code: Course Name Professor’s Name Submission Date Overview The ad chosen for this analysis is Old Spice’s “The Man Your Man Could Smell Like” campaign. Old Spice is a prominent men’s fragrance and toiletry brand that has existed for over seven decades. Some of the brand’s competitors include Procter & Gamble, Glossier, Douglas, AmorePacific, and L'Oréal. “The Man Your Man Could Smell Like” is a fascinating case that integrates social media and TV commercials. The core idea was to portray the brand as inexpensive and definitely tailored to the older generation’s needs and expectations. The campaign came to life amid the 2010 Super Bowl (Bharadwaj et al., 2020) and was increasingly supported via TV and online media integration (Mohamud, 2024). Other supporting marketing components included the introduction of new product offerings (e.g., body wash and deodorant) and the incorporation of celebrity endorsement. The primary goal of the advertising campaign was to reinvest in Old Spice by initiating a paradigm shift from traditional advertising to using innovative and fresh ways to target younger, digitally savvy men who do not have a perfect body. Analysis The ad campaign impact can be categorized into business, cultural, and reputational implications, as will be discussed below. Although “The Man Your Man Could Smell Like” campaign media spend is not publicly disclosed, it was estimated that the brand invested roughly $10 million (Banyal, 2023). This figure was relatively small compared to other vital advertising investments at the time. In terms of business impact, Old Spice products recorded significant sales, particularly among the target audienc...