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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
a bit dated, this is an excellent example of how a brand makeover can
be highly successful.
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.