Terry crews old spice drums

Case Study 1

https://www.youtube.com/watch?v=fD1WqPGn5Ag

https://www.youtube.com/watch?v=0hwpDnA0_V8 Transcript for video clip above: Terry Cruz a very muscled ex Pro Football player is flexing his muscles to play the drums. His muscles are connected to electrodes that connect to the drums. At the beginning the drums play with just his arm muscles activating then his leg muscles begin to contract. He blows into a saxophone making flames come out of the top. Then a mirror drops down in the back to show his back muscles are also hooked up to electrodes connected to drums. He begins to play the drums with his back. In the last 15 seconds of the 1.17 second video he engages all his muscles and asks views to make music using his muscles and submit it. The scene behind him is crazy images three hamburgers on sticks and a sign that says “Danger”. Other instruments are hung along the wall making the image very colorful and full.

https://www.youtube.com/watch?v=owGykVbfgUE

https://www.youtube.com/watch?v=_-fLV28SkZ8

Old Spice, a product better known by a bygone generation was in trouble. Originally a Shulton Company around since

the 1930’s, but now part of the P&G family it was due for a repositioning. Axe and Right Guard had entered the market

for men’s body wash and captured the youth and athletic segments. Old Spice was a product my grandfather and father

used and swore by. I clearly remember the welcoming smell of Old Spice in the bathroom after my father had shaved.

The color scheme, nautical elements and whistle at the end of the commercials was iconic for an entire generation.

Unfortunately these loyal consumers were aging and dying off leaving Old Spice with a loyal, but shrinking market.

The research showed that women bought most of the product for their husbands and even their adolescents. They

therefore selected women and adolescents as their targets. Since Old Spice had solid product the decision was to stay

with the same offerings.

P&G hired Wieden+Kennedy, an advertising firm, to redefine the brand. They wanted to capture new segments,

but needed their loyal consumers to stay with them while they developed a new audience. Wieden+Kennedy

conducted research, consumer research.

They began marketing campaign called the “Man your Man could smell like” in traditional formats (TV) while engaging

the younger audience in social with Terry Crews. To continue the process Wieden+Kennedy did a follow-up campaign on

YouTube answering consumers’ questions in the format of the “Man your Man could smell like” program. A link to one

of these YouTube follow on videos is listed above.

https://www.youtube.com/watch?v=fD1WqPGn5Ag
https://www.youtube.com/watch?v=0hwpDnA0_V8
http://www.youtube.com/watch?v=owGykVbfgUE
http://www.youtube.com/watch?v=_-fLV28SkZ8
http://www.youtube.com/watch?v=_-fLV28SkZ8
Watch the commercials (The Man Your Man Could Smell Like and Terry Crews Drums) then watch the

video case study from Wieden+Kennedy and the follow-up YouTube social video. The links are listed

above and answer the questions below. Keep the writing tight and concise using business formatting

single spaced, 10-12 font. One to two paragraphs per question overall one to two pages total. Word

count is not important to me more concerned with insight and how clearly you express it.

Questions

1.) They had a loyal following, changing too much could alienate this important base. What did they

do in their commercials and elsewhere to make this audience feel included? How were they able to

keep their existing customers while going after a new base?

2.) What symbols, concepts, colors or ideas do you see in the “Man Your Man Could Smell Like”

commercials that appealed to women? Think creatively

3.) Why did the Terry Crews videos work for the adolescents? What specifically tied into the

personality of their youth target?