Old Spice Advertisement Campaign
As old spice continue with the similar bizarre campaign to promote, this time its for their new product range fresh collection. In doing so they're using a different poster to ultimatley reposition the brand steering away from a older more mature audience into the youth segment of the market who may be interested in purchasing the product. Outside the poster the company states that the scents are fresh and clean, specifically designed for guys who want to avoid smells that are too musky and too strong (scents for the older audience). This is said to change peoples ideology about the brand in assuming its much more generalised being appealing and appropriate for a younger audience.
The camera shot used within the poster keeps the main ambassador of Old Spice at direct eye level. For most this can be considered daunting and dominating to the audience in which he is glaring at. Its easy to see that he already has a built muscular physique so backs this idea up. Also a muscular man could also attract the female audience as well.
The man within the campaign is portrayed to be appealing to the audience. The man acts as a figure other men can aspire to become in being an achievable goal. Being the main focus he maintains the idea of masculinity with elements to help establish the brand and its main consumers of its products and reinforces this with a dominant stance and glare. The facial expression is a big marketing ploy to get the adolescent/ youthful audience engaged. The man has a cheeky but confident smirk upon his face closely related to that of a young persons attitude used to get the intended audience to but=y the product also. The poster overall is considered more comical and erratic making it compelling to the audience from the volcanos on the head to the sloped beach perched upon the brand ambassadors body. The main focus of the poster is obviously the volcano worn as a hat, this is playful for the audience and portrays the idea that the scent is as compelling and emenseful similar to that of smoke which spreads quickly. Also the volcanoes are hot. This imagery is a play on term which means both warm and attractive. All users of the product want this same reaction.
The colour scheme for the advertisement campaign is a bright blue for both the water and sky with close relations to that of the Bahamas and also yellow which is wrapped around the males body as sand.
The business has a large bold slogan presented within empty space easy to read for the audience. The slogan clearly states ' Old Spice scent comes from an antiperspirant mine in the Bahamas. This has not been fact checked'. For most of the audience this sets the brands product range to be very luxurious one for the riches showing the connotations of fresh and elegance of the tropics.
The camera shot used within the poster keeps the main ambassador of Old Spice at direct eye level. For most this can be considered daunting and dominating to the audience in which he is glaring at. Its easy to see that he already has a built muscular physique so backs this idea up. Also a muscular man could also attract the female audience as well.
The man within the campaign is portrayed to be appealing to the audience. The man acts as a figure other men can aspire to become in being an achievable goal. Being the main focus he maintains the idea of masculinity with elements to help establish the brand and its main consumers of its products and reinforces this with a dominant stance and glare. The facial expression is a big marketing ploy to get the adolescent/ youthful audience engaged. The man has a cheeky but confident smirk upon his face closely related to that of a young persons attitude used to get the intended audience to but=y the product also. The poster overall is considered more comical and erratic making it compelling to the audience from the volcanos on the head to the sloped beach perched upon the brand ambassadors body. The main focus of the poster is obviously the volcano worn as a hat, this is playful for the audience and portrays the idea that the scent is as compelling and emenseful similar to that of smoke which spreads quickly. Also the volcanoes are hot. This imagery is a play on term which means both warm and attractive. All users of the product want this same reaction.
The colour scheme for the advertisement campaign is a bright blue for both the water and sky with close relations to that of the Bahamas and also yellow which is wrapped around the males body as sand.
The business has a large bold slogan presented within empty space easy to read for the audience. The slogan clearly states ' Old Spice scent comes from an antiperspirant mine in the Bahamas. This has not been fact checked'. For most of the audience this sets the brands product range to be very luxurious one for the riches showing the connotations of fresh and elegance of the tropics.
As a result overall all these features reposition the brand to maintain but also venture into being a more generalised product for the male gender. In comparison to the older audience the techniques have accomplished the old ideology of the business and have leapt into the new market segment very well
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