Old Spice returned this year with "Superbowl ads" going viral online days before Superbowl and officially launching them on Monday February 6, the day *after* the Superbowl. Due to their successes in past to build up their brand, Old Spice does not need to spend $3.5 million to get people's attention. The result is a low cost effective way to advertise online, which they have "pioneered" to perfection.
Old Spice has teamed up with other Proctor & Gamble companies, Bounce and Charmin, in the first ever co-branded commercials that feature Old Spice's loud and muscular Terry Crews literally "crashing" into the quiet and peaceful atmosphere of normal Bounce and Charmin ads.
Old Spice Body Spray's "Smell is Power" ad campaign
Some articles online dubbed this year's Superbowl commercials as bland and boring. I have watched quite a few from www.superbowlcommercials2012.net and would have to agree. However, a trend of sorts that seems to be emerging is co-branding advertising. GE (General Electric) had a TV spot and in the end they co-branded with Budweiser while Chevy co-branded with Twinkies. According to marketing specialist, Barry LaBov, he reveals that when two brands team up together, it places them in very strong marketing positions enhancing both brands. So here: What a concept to marry brands together and become this powerful force! But does it work? Yes and no. It depends on the brand partner and if they are a good fit with the company's products, values, and image.
Here in the Old Spice example, they are in no way competing with the Charmin or Bounce products. In fact, the brand marriage is trying to capture the women in the household. Old Spice has targeted and appealed women through The Old Spice guy commercials in 2009 and 2010. Assuming they have gone out to purchase Old Spice for the men in their lives, the association of these co-branded commercials created with Bounce and Charmin may propel them to purchase those household products as well, while shopping at the supermarket or drugstore.
Old Spice has been innovative in leading the way with low cost advertising syncing online tools such as viral videos, Twitter and Facebook to help them re-position their brand and present their image to a new and younger generation of users.
I am amazed by how many of my marketing profs are talking about the success of Old Spice commercial. In fact, Co-branding depends on the fit of the companies based on the financial, potential and positioning aspect. For example, Sony & Ericsson came together and became a successful company so did Orange Julius & Dairy Queen as well as TD & Canada Trust.
ReplyDeleteIm also amazed how so many people today still remember and are talking about that Old Spice commercial. Old Spice really does a good job making commercials that are catchy.
ReplyDeleteI think one of the main reasons why Old Spice's advertising was so successful is because they kept the videos simple, short and funny, also because of the bond they created with customers through social media which made them feel "included" in their marketing.
ReplyDeleteWas not aware of these new commercials. old spice stepping it up again.
ReplyDeleteStrongly agree with this: "when two brands team up together, it places them in very strong marketing positions enhancing both brands." Also, thanks for sharing those nice and interesting videoes.
ReplyDeleteDo you think Old Spice can be compatible with products other than bounce and charmin? I'm thinking more of personal health items because Old Spice is in that category. It would be funny if Old Spice was matched with other categories.(For sure Old Spice would not risk that chance, but again it would be funny)
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