Old Spice has recently, in the past few years, released quite a few advertisement campaigns that have gained huge success. Some of the most popular ones are the "The Man Your Man Could Smell Like", and "Smell is Power". In 2010, they also released a huge viral campaign that reached big success.
The viral campaign starred Isaiah Mustafa and featured a video on the man your man could smell like...
Old Spice's executional center is focused primarily on the digital hub. They created this ad and streamed it online. The feedback was massive. Old Spice asked their spokesman, Isaiah Mustafa to respond to people's comments on the video with a personalized video. These personalized videos were related back to the commenters via Twitter, Facebook and YouTube. The response videos featured Mustafa, in character, responding to the comments left on the video.
It was a huge hit and people responded well. Since then, it has been one of the largest online, viral campaigns and to this day, Old Spice has continued to keep their executional center in the digital, online sphere because that is where they found the most success.
Why is this ad campaign so successful?! Well obviously because everyone loves a talking gecko. Aside from that, this is one of the most memorable campaign ads I have seen. GEICO has had some great campaigns, the gecko being one. I also enjoyed the cavemen ads as well. The Martin Agency has worked with GEICO to produce some of their best campaigns which include the gecko, the caveman, and the Rhetorical Questions.
So what concept did they use for the gecko campaign? They decided to show the benefit of their service..."15 minutes could save you 15% or more on car insurance".
What first impression did they use? They used the useful impression. In other words, appealing to the viewers self interest. They advertised the amount of money one can save while adopting GEICO's insurance services.
The gecko is specifically unique to GEICO. There is no mistaking that the green gecko with the Australian accent represents GEICO. The gecko has most definitely been adopted as the face of GEICO. I'm still unsure why the gecko is so successful, but it works!
The "Got Chocolate Milk" campaign began in early 2011 and sought to increase chocolate milk sales in the United States. They began the campaign with the "Refuel" project which aimed at positioning chocolate milk as a post-workout beverage that harbors just the right amount of protein, carbohydrates, electrolytes and nutrients to help rehydrate and refuel athletes after a workout or performance.
The "Refuel" project took the form of a consumer ad campaign, termed "My After"(example below).
I think this ad perfectly encompasses all of their advertising objectives. They have created a relatable campaign that every athlete, ranging from the casual power walkers to the elite professional athletes, can relate to. Everyone has their own after workout routine and this ad shows that they understand that. The ad aims to convince and even persuade the audience to choose chocolate milk as part of their post workout routine for its recovery benefits.
This idea was translated well to digital and print advertisements. I think the idea is unique to chocolate milk and takes a great angle. I think the font suits the ad well. "My After" is in big font and the description of chocolate milk's benefits is written in very small print to make the viewer look closer. The big print grabs the attention and the smaller print requires closer attention. The small print holds all of the detail and information, so the fine print suits it best. I also think they took a great angle by using elite athletes and olympians as the face of their campaign. When people see a successful athlete performing a particular routine, they view their rituals as effective and may choose to emulate what works.
The "My After" ad campaign was in fact successful. It has improved chocolate milk sales and therefore achieved the "Got Chocolate Milk" advertising objectives.
