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Read the Five Marketing Lessons from Old Spice article, which discusses Old Spice’s relaunch of its brand in a “spicy” 2010 campaign starring Isaiah Mustafa. It also had a huge social media and internet component that engaged consumers to interact with the “Old Spice man” through contests, blogs, and messaging. Sales rose 55%. While slightly dated, this is an excellent example of how a brand makeover can be highly successful.
https://www.inc.com/articles/201108/5-marketing-lessons-from-old-spice.html
Your task is to find a campaign that followed a similar brand makeover strategy. What elements do you think were most effective in reaching the target audience? How did the company integrate these elements into marketing campaigns to create a cohesive marketing strategy?
Note: To complete this initial post, it may be helpful to analyze the advertisers of a large event such as the Super Bowl, the Oscars, the World Series, or the Country Music Awards.
When you respond to your peers, discuss any similarities or differences among the marketing campaigns used to successfully reinvent the brands they analyzed and your own example. Were there any that surprised you? What trends do you notice regarding the use of social media in reinventing a brand and the company’s success? Were the strategies integrated effectively to create a cohesive marketing strategy, in your opinion? Explain.
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