Comments on: Capitalizing on Previously Created Buzz: The “Old Spice Man” Strikes Back http://jfbelisle.com/2010/07/capitalizing-on-previously-created-buzz-the-old-spice-man-strikes-back/?utm_source=rss&utm_medium=rss&utm_campaign=capitalizing-on-previously-created-buzz-the-old-spice-man-strikes-back Marketing, Analytics and Entertainment Thu, 26 Jan 2012 22:18:15 +0000 hourly 1 http://wordpress.org/?v= By: Jean-Francois Belisle http://jfbelisle.com/2010/07/capitalizing-on-previously-created-buzz-the-old-spice-man-strikes-back/#comment-902 Jean-Francois Belisle Mon, 19 Jul 2010 13:46:09 +0000 http://jfbelisle.com/?p=1264#comment-902 Hey thanks for your comment Mathieu and thanks for sharing the links, I liked it. However, I must admit I read the ReadWriteWeb article too, before writing this post, great description of the importance of synergy between teams involved in the process, something that is “unfortunately” neglected in many advertising campaigns due to poorly executed coordination and time constraints. Social media experts are sure winners of this type of advertising campaign but one of the issues they should absolutely take care of is to continue to find out “once again” innovative tactic using social media websites, which is not easy. Furthermore, even though I must admit that this advertising campaign is a win in the public’s eyes, what really matters for “Old Spice” is to get their money “back” from this advertising investment in the long-run, at least they generated some awareness for sure. Hey thanks for your comment Mathieu and thanks for sharing the links, I liked it. However, I must admit I read the ReadWriteWeb article too, before writing this post, great description of the importance of synergy between teams involved in the process, something that is “unfortunately” neglected in many advertising campaigns due to poorly executed coordination and time constraints. Social media experts are sure winners of this type of advertising campaign but one of the issues they should absolutely take care of is to continue to find out “once again” innovative tactic using social media websites, which is not easy. Furthermore, even though I must admit that this advertising campaign is a win in the public’s eyes, what really matters for “Old Spice” is to get their money “back” from this advertising investment in the long-run, at least they generated some awareness for sure.

]]> By: Mathieu Pelletier http://jfbelisle.com/2010/07/capitalizing-on-previously-created-buzz-the-old-spice-man-strikes-back/#comment-899 Mathieu Pelletier Sat, 17 Jul 2010 16:48:03 +0000 http://jfbelisle.com/?p=1264#comment-899 Hello ladies! I think those videos were GENIUS, to use Alyssa Milano's word! I agree with you, the tactic used was new and very effective. The quality of the videos, the quick release of them and the same humorous tone in every personalized response, all those elements were impressive. Take a look at this very interesting article, to see how the Old Spice videos are being made: http://www.readwriteweb.com/archives/how_old_spice_won_the_internet.php . Here is a quote from this article: "the primary differentiator between this campaign and others is how closely technical and social media specialists are working with the creative team". After this successful campaign, I'm sure the social media experts will gain credibility and companies will change the way they work with them, to create more innovative viral marketing tactics. Hello ladies! I think those videos were GENIUS, to use Alyssa Milano’s word! I agree with you, the tactic used was new and very effective. The quality of the videos, the quick release of them and the same humorous tone in every personalized response, all those elements were impressive. Take a look at this very interesting article, to see how the Old Spice videos are being made: http://www.readwriteweb.com/archives/how_old_spice_won_the_internet.php . Here is a quote from this article: “the primary differentiator between this campaign and others is how closely technical and social media specialists are working with the creative team”. After this successful campaign, I’m sure the social media experts will gain credibility and companies will change the way they work with them, to create more innovative viral marketing tactics.

]]> By: Jean-Francois Belisle http://jfbelisle.com/2010/07/capitalizing-on-previously-created-buzz-the-old-spice-man-strikes-back/#comment-898 Jean-Francois Belisle Fri, 16 Jul 2010 18:48:28 +0000 http://jfbelisle.com/?p=1264#comment-898 I just came back from the drugstore to buy some useful goods and at the same time I bought some new deodorants. Since the Old Spice package for the same format where at $3.99 compared to $6.99 for Axe, I bought Old Spice. I must admit I would have picked the Axe one if the difference would have been a dollars or less. Good marketing mix strategy, mixing advertising campaigns with promotions that looks like "dumping", this looks as arrogant as the "Old Spice man", hahaha. I just came back from the drugstore to buy some useful goods and at the same time I bought some new deodorants. Since the Old Spice package for the same format where at $3.99 compared to $6.99 for Axe, I bought Old Spice. I must admit I would have picked the Axe one if the difference would have been a dollars or less. Good marketing mix strategy, mixing advertising campaigns with promotions that looks like “dumping”, this looks as arrogant as the “Old Spice man”, hahaha.

]]> By: Jean-Francois Belisle http://jfbelisle.com/2010/07/capitalizing-on-previously-created-buzz-the-old-spice-man-strikes-back/#comment-896 Jean-Francois Belisle Fri, 16 Jul 2010 18:04:12 +0000 http://jfbelisle.com/?p=1264#comment-896 Hey thanks for both of your comments Bob. I totally agree that the Old Spice vs. Axe fighting match is getting more and more interesting to the marketers' eyes. I still think that Old Spice is suffering from a followers' disadvantage in terms of creativity, let's see if these two ad campaigns this year will reflect in positive pocket effects. By the way, Wieden + Kennedy got the Old Spice account. Lol for the "knock-offs". Hey thanks for both of your comments Bob. I totally agree that the Old Spice vs. Axe fighting match is getting more and more interesting to the marketers’ eyes. I still think that Old Spice is suffering from a followers’ disadvantage in terms of creativity, let’s see if these two ad campaigns this year will reflect in positive pocket effects.

By the way, Wieden + Kennedy got the Old Spice account. Lol for the “knock-offs”.

]]> By: Bob http://jfbelisle.com/2010/07/capitalizing-on-previously-created-buzz-the-old-spice-man-strikes-back/#comment-895 Bob Fri, 16 Jul 2010 17:33:46 +0000 http://jfbelisle.com/?p=1264#comment-895 When I watch these, I can't help but think they are sort of knock-offs of the Most Interesting Man in the world. When I watch these, I can’t help but think they are sort of knock-offs of the Most Interesting Man in the world.

]]> By: Bob http://jfbelisle.com/2010/07/capitalizing-on-previously-created-buzz-the-old-spice-man-strikes-back/#comment-894 Bob Fri, 16 Jul 2010 17:27:16 +0000 http://jfbelisle.com/?p=1264#comment-894 I love contrast in communications between Old Spice vs. Axe. Both take very comical angles to the positioning of their brands. The Old Spice guy seems to have developed a cult following but Axe Game Killer (produced by BBH) is still among the craftiest commercials out there. Do you know which agency has the old spice account? I love contrast in communications between Old Spice vs. Axe. Both take very comical angles to the positioning of their brands. The Old Spice guy seems to have developed a cult following but Axe Game Killer (produced by BBH) is still among the craftiest commercials out there. Do you know which agency has the old spice account?

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