Old Spice has a new hero, and he isn’t anything like the towel-clad “Man your man could smell like” who helped the company garner millions of video hits, and millions of sales. The new hero is half man, half robot – a “Mandroid.”
While one wouldn’t think a robot needs personal grooming products, Mandroid proves otherwise. Doused in Old Spice, the robot attracts women no matter where he goes, and even when he loses half his face.
The campaign is a big departure from previous promotions which highlighted football players Isaiah Mustafa and Terry Crews, with their toned physique and big personalities. The question is whether Mandroid can generate the same affection and sales for the product.
Group Activities and Discussion Questions:
- Discuss the importance of branding for consumer product goods. Poll students about the top brands for personal care – for both men and women.
- Next, show the advertisement: http://youtu.be/Jbegu2dRLQc
- Bring up the Old Spice Web site: oldspice.com
- Divide students into teams and have them discuss whether the new campaign continues with the Old Spice brand.
- Have students determine key messages, consistencies, and inconsistencies. (Note: old videos can be viewed on YouTube and at oldspice.com.)
Source: Ad Age Daily
