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Bachelor in Marketing and Management CommunicationMay 5, 2001

Integrated Marketing CommunicationsAn Analysis of Old Spice’s Brand Equity

Mia Vedsted Pedersen

BAMMC ASB. Institut for Sprog og Erhvervskommunikation Handelshøjskolen, Aarhus

Universitet

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Executive Summary

This papers goal wishes to analyze the use of brand equity (if any) in Old Spice’s

commercial ‘the man your man could smell like,’ which is part of their 2010 campaign

‘smell like a man, man.’ A further look into the history and general concepts of brand equity

will be looked at and theories based on Jean-Nöel Kapferer, David Aaker and Susan

Fournier’s paradigms will be further analyzed in order to provide an established meaning

to the concept and methods of brand equity.

An examination of the current market for male grooming products will be further

investigated in order to demonstrate who the current market leaders are. In addition, a

look into male consumer’s preferences for grooming products will be offered in order to

take a deeper look into what male consumers desire from these products.

The case analysis will move on to examine the Old Spice campaign, specifically

within their commercial ‘the man your man could smell like.’ Additionally, an analysis of

the image, sound, text and inclusion/exclusion in relation to the television commercial will

be commented on. Next, the commercial will be compared yet again to the three paradigms

of Kapferer, Aaker and Fournier with regards to salient patterns. This will bring together a

further understanding as to how brand equity is communicated, specifically within the

three paradigms of the authors. Furthermore, the paper aims to distinguish the

communication between the participant (brand) and viewer (consumer). Finally a

discussion on branding will conclude the paper and analysis.

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Table of ContentsEXECUTIVE SUMMARY 2

1. INTRODUCTION 5

1.1.1 PROBLEM STATEMENT 51.1.2 RESEARCH QUESTIONS 51.2 THEORY OF SCIENCE 61.2.1 SOCIAL CONSTRUCTIONISM 61.3 THEORETICAL FRAMEWORK 71.3.1 THEORY OF DAVID A. AAKER 71.3.3 THEORY OF SUSAN FOURNIER 81.4 METHOD AND LIMITATIONS 81.5 STRUCTURE 9

2. CONTEXTUAL FRAMEWORK 10

2.1 MALE CONSUMER PREFERENCES FOR GROOMING PRODUCTS 102.2 CURRENT MARKET SITUATION FOR MALE GROOMING PRODUCTS 13

3. THEORETICAL BACKGROUND 14

3.1 HISTORIC DEVELOPMENT 143.2 THE STRATEGICALLY ORIENTED PARADIGM 153.3 THE CONSUMER ORIENTED PARADIGM 173.4 THE RELATION ORIENTED PARADIGM 20

4. CASE STUDY ANALYSIS 21

4.1 INTRODUCTION TO OLD SPICE 224.2 ANALYSIS OF OLD SPICE’S ‘THE MAN YOUR MAN COULD SMELL LIKE’ COMMERCIAL 224.2.1 IMAGE 234.2.2 SOUND 254.2.3 TEXT 264.2.4 INCLUSION AND EXCLUSION 274.3 SALIENT PATTERNS AND BRAND EQUITY 284.3.1 THE PRODUCT IN A STRATEGICALLY ORIENTED PARADIGM 284.3.2 THE IDENTITY IN A CONSUMER ORIENTED PARADIGM 294.3.3 THE RELATIONSHIP IN A RELATION ORIENTED PARADIGM 314.3.4 THE CONTEXTUAL EFFECT ON THE BRAND STRATEGY OF OLD SPICE 31

5. BRANDING 33

6. CONCLUSION 34

7. APPENDIX 35

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FIGURE 1: HOW BRAND EQUITY GENERATES VALUE 35FIGURE 2: OLD SPICE PRODUCT LINE 36FIGURE 3: ‘THE MAN YOUR MAN COULD SMELL LIKE’ COMMERCIAL TEXT 37

8. BIBLIOGRAPHY 38

Characters without spaces: 51, 334

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1. Introduction

In the United States the battle of male deodorant brands has consistently been dominated

by over the counter brands such as Axe, TAG, Irish Springs, Old Spice and Right Guard.

However, in the past years Unilever brand Axe has seen the greater share of market success

specifically with their line of deodorant body sprays. With a combined global market share

of 13.5%, Axe had become the dominant brand in a $3.5 billion a year deodorant market

(Neff, 2004).

However, much to their success throughout the years Axe wasn’t prepared for what

rival competitors Old Spice had in store. Throughout the years Old Spice has been

perceived as the deodorant product for older men, specifically someone’s father or even

grandfather. In hopes to target younger men aged 18-25 Old Spice decided to completely

reinvent their way of marketing and branding. Thus, Old Spice created a new campaign

called ‘the man your man could smell like.’ This 2010 campaign along with accompanied

commercials would turn them from ‘dad’s deodorant’ to the new market leaders within the

deodorant and body wash market sector.

1.1.1 Problem Statement

With the success of Old Spice’s advertisements this paper chooses to analyze the following

question: Has Old Spice created efficient brand equity through their commercial ‘the man

your man could smell like,’ which is a part of their 2010 campaign ‘smell like a man, man?’

1.1.2 Research Questions

1. How do male consumer’s preferences in a grooming product impact their purchase

decision?

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2. How is the concept of brand equity understood from the paradigms of:

a. Jean-Nöel Kapferer and his strategically oriented paradigm

b. David Aaker and his consumer oriented paradigm

c. Susan Fournier and her relation oriented paradigm

3. How does the Old Spice commercial “the man your man could smell like” communicate

brand equity in relation to:

a. The product in a strategic oriented paradigm

b. The identity in a consumer oriented paradigm

c. The relationship in a relation oriented paradigm

1.2 Theory of Science

This paper will focus primarily on the theories of brand identity from David A. Aaker and

will be supplemented with theories on branding from Susan Fournier and Jean-Nöel

Kapferer.

1.2.1 Social Constructionism

There is no single definition of social constructionism, however theorist Vivien Burr states

that the theory of social constructionism is an approach to psychology, which focuses on

meaning and power. In addition, social constructionism aims to account for the ways in

which phenomena are socially constructed (Burr, 1995).

Furthermore, Burr recognizes four basic assumptions of the social constructionist

position. Firstly, there should be a critical stance towards presumed knowledge and the

taken for granted interpretation of the world. Secondly, there should be a cultural and

historical specification where categories used to classify things in language develop from

the social interaction within a group of people at a particular time and place. Thirdly, how

reality is understood at a given moment is determined by the conventions of

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communication in force at that time. The stability of social life determines how concrete

our knowledge seems to be. Finally, knowledge and social action go hand in hand together

where reality is socially constructed by interconnected patterns of communication

behavior.

Furthermore, within a social group or culture, reality is defined not as much by

individual acts, but by complex and organized patterns of ongoing actions (Burr, 1995).

1.3 Theoretical Framework

The theoretical framework that will be explained below has been provided in order to

illustrate the theories that will be utilized in this paper.

1.3.1 Theory of David A. Aaker

In this paper David A. Aaker’s book “Building Strong Brands” will be explored. Aaker argues

for an organic perspective of brands and emphasizes that “a brand is more than a product”

(Aaker, 2010).

Aaker’s theory on the brand identity system discusses four brand identity

perspectives and the identity structure. Furthermore, Aaker discusses the need for

providing a value proposition as well as providing creditability. Aaker also argues how

brand personality can be measured through various models and how identity can be

implemented using different tools. He discusses how branding works over a longer period

of time. Additionally, Aaker discusses how brand equity can be measured across products

and markets, which relates back to this thesis, since the United States consists of many

markets within itself and since the Old Spice brand provides various products such as body

washes, deodorants and sprays (Aaker, 2010).

This kind of work supports a positivistic point of view, which is rather clear from

Aaker’s work. The benefits of the positivistic view, is that conclusions are drawn from

knowledge and past experience. Logic also plays a large role in the mindset of the

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positivistic person, though it is important to remember that no matter how much

experience one may have, situations do differ and therefore a specific outcome is never

guaranteed. Therefore, it is of most importance that the scenarios built by the positivistic

author are based on logic and reasoning in an effort to reach the most precise outcome.

1.3.2 Theory of Jean-Nöel Kapferer

Kapferer, a professor of marketing has often been viewed as one of Europe’s leading

authorities on brands and brand management. In his book ‘The New Strategic Brand

Management’ Kapferer states that his objective is to unify the two approaches of branding

from two paradigms; one being a customer based focus on the relationship between brands

and consumers and how this is able to produce measurable capital. In addition, Kapferer’s

book, mentioned above, will provide an insight into his views and perspectives on brand

equity and how it can be measured.

1.3.3 Theory of Susan Fournier

Finally, this paper will focus on Susan Fournier and specifically her views within her article

‘Consumers and their Brands: Developing Relationship Theory in Consumer Research’

(Fournier, 1998). Here, Fournier states that customers have relationships with their

brands and that brands can be "relationship partners" for customers.

Additionally, Fournier suggests that in order for customers and brands to have a

relationship with each other, there must be interdependence between them, an attribute

that is heightened to the extent that "brands are animated, humanized, or somehow

personalized" (Fournier, 1998).

1.4 Method and Limitations

This paper will answer the problem statement and research questions through the use of

theory from the individuals previously mentioned. The methodology used in the paper will

focus on the aspect of social constructionism within the hermeneutic circle. The

hermeneutic circle describes the process of understanding a text interpretively. It refers to

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the idea that one's understanding of the text as a whole can be established by reference to

individual parts and one's understanding of each part. However, the circle does not make it

impossible to interpret a text; instead, it stresses that the meaning of a text must be found

within its cultural, historical, and literary context.

This analysis will explore the 2010 Old Spice campaign, specifically with their

commercial ‘the man your man could smell like.’ Theories and concepts will then be drawn

from the examples of Aaker, Fournier and Kapferer. Through their theories the objective of

this paper is to examine how brand equity has been established within the 2010 Old Spice

campaign ‘smell like a man, man.’

Although there are other large competitors facing Old Spice, this paper will focus

solely on Old Spice. Additionally, Old Spice has created many commercial advertisements

within their 2010 campaign, however, this analysis of Old Spice will focus only on the

commercial “the man your man could smell like.”

Due to limited space, this paper will not focus on the entire 2010 Old Spice

campaign, but instead will focus on one commercial titled ‘the man your man could smell

like.’ Finally, the main focus of this analysis will be Old Spice’s use of brand equity, although

an analysis on their use of social media, brand communications and other commercials

could have been conducted.

1.5 Structure

This paper is structured by the use of research questions previously listed. The

methodology, theory and overall analysis used in this paper is placed primarily within the

context of brand equity but also aims to analyze the relationship (if any) between the Old

Spice brand and their consumers. A conclusion will then be reached based on these

findings.

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2. Contextual Framework

This chapter will answer the first research question (cf. 1.1.2) and provide an insight into

the realm of consumer preferences and their purchase decisions inside the current

deodorant and body wash market within the US market. The contextual framework will

create a foundation for the analytical part of this paper so that a comprehensive conclusion

can be conducted.

2.1 Male Consumer Preferences for Grooming Products

Consumers’ product preferences are based on expectations about the functional and

experiential benefits of a new product. It is important that consumers form realistic (new)

product expectations (Schoormans, 2010). In addition, consumer preference has been

described as “an option, which has the greatest anticipated value among a number of

options” (Fife-Schaw, Kelay, Vloerbergh, Chenoweth, Morrison, & Lundéhn, 2007).

In recent years, men have become more conscious about their image than ever

before, which has resulted in the increase of sales for male grooming products. In addition,

by the end of 2011, the male grooming market is forecasted to be valued at $25 billion and

products are expected to increase by 18 percent globally (Mermelstein, 2007).

Furthermore, numerous factors are influencing the way companies are targeting the

men’s grooming market. The large groups of baby boomers that are reaching the middle

age mark are feeling more and more self-conscious about personal appearance as well as

feeling more vulnerable to younger and healthier looking males. Moreover, an increased

exposure through the media has led men’s grooming products into the mainstream market,

which has resulted in an explosion of brands across different sales channels.

As was mentioned earlier, today’s males have become increasingly aware and

accepting of grooming products. Four out of ten men say that aging is their primary skin

concern, eight out of ten men purchase skin care products themselves and on average a

man spends roughly 24 minutes a day on personal grooming (Neff, 2004). Male consumer

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preferences for deodorant can be split and divided into various areas, for example brand,

price, style (roll on or stick), quality and promotion. Today, deodorant solids and

antiperspirant sticks, are half of the market (Ramirez, 1990).

The younger target audience, which consists of males ages 16-30 are more likely to

purchase grooming products and show more interest in all product categories, whereas the

secondary audience, males 30-55, often rely on their female partners to make their

grooming purchases.

Media company Bauer has conducted an analysis where their findings have shown

that today men are much more diverse. Bauer has been able to conclude that there are six

categories that men fall into; beer swilling Little Big Man, the extended adolescent

Cinderella Man, the impulsive Single Man, the health conscious Marathon Man, the friend

and family focused Anchor Man and the engaged and rounded Man for All Seasons. Patrick

Horton, Bauer Media’s head of marketing explains how this shows how much more

complex men are compared with ten years ago, when a similar Bauer study showed that

more than half of men could be classified as “lads”.

Figure A below, has been created by doctors Sukato and Elsey and demonstrates the

conceptual model of male consumer behavior when buying personal hygiene products.

Figure 1: Conceptual model of male consumer behavior when buying

personal hygiene products

Product Attributes:‐Quality ‐ Price ‐ Brand ‐ Packaging ‐ Advertising

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(Elsey, 2009)

2.2 Current Market Situation for Male Grooming Products

The current market for male grooming products is projected to be worth approximately

$4.8 billion in the United States alone. With the rise of interest in male’s personal

Product Attributes:‐Quality ‐ Price ‐ Brand ‐ Packaging ‐ Advertising

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appearance and an increase of selection within male grooming products, the male

grooming market is expected to increase in the years to come (Euromonitor, 2010).

Aside from Old Spice, brands such as Gillette, Axe, TAG, Nivea for men, Neutrogena

Men and Right Guard make up the majority of market shares within the male grooming

industry and compete for the loyalty of male consumers. Unilever (owner of Axe) and

Procter and Gamble (owner of Old Spice) dominate the male deodorant/antiperspirant and

body wash market. Axe targets younger males from their teenage years into their twenties

who have one thing in mind-how to attract the opposite sex. It is with this conception that

Axe privileges itself as the worlds top male grooming brand and prides itself with their

provocative style of advertising and innovative stream of creative marketing ideas which

allows young men to stay one step ahead in the male mating game (Newman, 2010).

Old Spice is considered the ‘traditional’ leader across all male segments. Before the

release of their campaign ‘smell like a man, man’ Old Spice had a 6.2% share in the body

wash market.

Figure 2 below has been taken from Euromonitor and demonstrates the market

share that Old Spice owner Procter and Gamble has within the beauty and personal care

segment in the United States. However, it should be noted that this figure was created

before Old Spice’s ‘smell like a man, man’ campaign.

Figure 2:

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(Euromonitor, 2010)

3. Theoretical Background

In this section, theoretical background will be presented in order to answer research

question 2 (cf. 1.1.2). This will provide and understanding of the theories within the subject

of branding and brand equity which will be utilized in this paper. An overview of the

history and development of brand equity will be presented first in this chapter in order to

understand the notion.

3.1 Historic Development

The idea and history of branding can be traced back 3000 years ago to the time of the

ancient Greeks and Romans where pottery makers would brand their pots and porcelain

with their name. In more recent times, specifically around the year 1900, James Walter

Thompson coined the idea of trademark advertising. This was an early commercial

explanation of what we now know as branding. Companies soon adopted slogans, mascots,

and jingles that began to appear on radio and early television.

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By the 1940s, manufacturers began to recognize the way in which consumers were

developing relationships with their brands in a social/psychological/anthropological sense

(Ibrahim, 2011). Companies then built off this and began constructing their brand based

on personality and identity within traits such as youthfulness, luxury and enjoyment. This

began the notion that consumers were buying the brand instead of the product. Then in the

1980’s companies began to realize just how much brands were able to generate money,

thus the terms brand value and brand equity were developed.

The term brand equity has been described as:

“The added value given to products and services. Brand equity and value is reflected in how

consumers think, feel and act with respect to the brand, as well as the prices, market share

and profitability that the brand commands for the company.” (Kotler, Keller, Brady,

Goodman, & Hansen, 2009, p. 446)

Several aspects regarding the definition of brand equity deserve more elaboration;

therefore, the concept of brand equity and the field of branding will be discussed from

different perspectives and alternate paradigms.

3.2 The Strategically Oriented Paradigm

Kapferer (cf.1.3.2) states in his book ‘The New Strategic Brand Management: Creating and

Sustaining Brand Equity Long Term’ that within brand equity there are two paradigms

which include a customer-based focus on the relationship customers have with the brand

and the ability to produce measures in dollars, euros or yen. Kapferer implies that there is a

strong division between these two paradigms; however, Kapferer claims that the purpose

of his book is to bridge these two approaches (Kapferer, 2008, p. 9).

Kapferer goes on to explain how customer equity is the preliminary stage for

financial equity and that brands have been able to create financial value due to the fact that

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they have been able to create assets in the minds and souls of consumers, distributors,

prescribers and opinion leaders. The new and classic definition of a brand now states “a

brand is a set of mental associations, held by the consumer, which adds to the perceived

value of a product or service” (Keller, 1998). While this definition aims to focus on the gain

in perceived value conveyed by the brand, Kapferer suggests that:

“Modern brand management starts with the product and service as the prime vector of

perceived value, while communication is there to structure, to orient tangible perceptions and

to add intangible ones.” (Kapferer, 2008).

Kapferer explores the idea that brand equity consists of three stages that include brand

assets, brand strength and brand value. Brand assets are what influences a brand and

patents, such as awareness, image and the type of relationship with a consumer. Brand

strength includes the brand equity after-effects. Brand strength is a mixture of behavioral

competitive indicators, which include market share, market leadership, loyalty rates and

price premium within a price premium strategy. Lastly, brand value proposes the ability of

a brand to produce profits. A brand’s ability to generate profit is vital; if profit is not

established, the brand will not show financial value (Kapferer, 2008, p. 14).

Kapferer and Aaker both employ an emphasis on the sender’s definition of a brand

and note that the brand should be formed by the organization that develops the brand, not

the consumer. However, this method can conflict with the idea of consumer preferences.

Therefore, companies need to develop a brand that works with consumer’s preferences,

since consumers already have a set preference in mind for their products. Following this

section, an overview of David Aaker’s consumer oriented paradigm will be offered in order

to provide further insight in the subject of brand equity and brand building.

3.3 The Consumer Oriented Paradigm

In his book ‘Building Strong Brands,’ Aaker (cf. 1.3.1) describes brand equity as:

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“A set of assets and liabilities linked to a brand’s name and symbol that adds to, or subtracts

from, the value provided by a product or service to a firm and/or the firm’s customers. The

major asset categories are brand name awareness, brand loyalty, perceived quality and brand

associations” (Aaker, 2010, pp. 7,8).

Aaker goes on to describe brand equity as a set of assets and suggests that the management

of brand equity needs to involve investments in order to create and enhance the assets.

Next, Aaker describes how each brand equity asset creates value in various ways. 1 When

managing brand equity and brand building it is vital to be aware of the ways that strong

brands generate value. Next, Aaker notes how brand equity creates value for the customer

as well as the firm. Finally, Aaker describes how liabilities and assets trigger brand equity

when linked to the name and symbol of the brand. Consequently though, if a brand’s name,

logo or symbol should be modified it could result in the affect or even loss of all or some of

the company’s assets or liabilities (Aaker, 2010).

Aaker goes on to describe just how important a brand identity is; it is one of his key

elements in his brand building theory and is described as “…a unique set of brand

associations that the brand strategist aspires to create or maintain” (Aaker, 2010, p. 68). A

brand identity is able to provide direction, purpose and meaning for the brand and includes

a core and extended identity (see figure 3). Moreover, the identity elements are organized

into patterns of meaning around the core identity elements (Aaker, 2010).

Figure 3: The Identity Structure

1 See figure 1 in appendix Extended Identity

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Aaker describes the core identity as “…most likely to remain constant as the brand

travels to new markets and products” (Aaker, 2010, p. 68). Additionally, “…the core identity

represents the essence of the brand, is essential to both the meaning and success of the

brand and contains the associations that are most likely to remain constant the brand

travels to new markets and products” (Aaker, 2010, p. 86). Finally, the core identity aims to

answer the following questions:

What is the soul of the brand?

What re the fundamental beliefs and values that drive the brand?

What are the competencies of the organization behind the brand?

What does the organization behind the brand stand for?

(Aaker, 2010, p. 87)

The extended identity “…includes brand identity elements, organized into cohesive and

meaningful groupings, that provide texture and completeness” (Aaker, 2010, p. 68). The

extended identity therefore provides the brand direction as it includes components that

portray what the brand stands for.

Core Identity

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Next, a value proposition will be provided as it relates back to brand identity. Aaker

describes a value proposition as “…a statement of the functional, emotional and self-

expressive benefits delivered by the brand that provide value to the customer. An effective

value proposition should lead to a brand-customer relationship and drive purchase

decisions” (Aaker, 2010, p. 95). The purpose of branding therefore becomes a meaningful

identity that the consumer can thereby adopt.

As was previously stated, brand equity is divided into five subcategories, these

subcategories help create value and include brand loyalty, brand awareness, perceived

quality and brand association. Although brand loyalty has been excluded from many forms

of methods it is still beneficial to include it. Brand loyalty amplifies brand equity when a

loyal customer base is able to heighten sales and profits.

Aaker suggests that in order to boost brand loyalty, strengthening between customer and

brand is necessary.

However, an effective brand identity, brand awareness and perceived quality can improve

the chances of this objective. Brand awareness refers to the strength of a brand’s presence

in the consumer’s mind. Here, awareness is measured according to the different ways in

which consumers remember a brand from recognition (Aaker, 2010, p. 10). Perceived

quality is a brand association that is elevated to the status of a brand asset; it has been

proven to be successful when driving financial performance and is linked to other aspects

of how a brand is perceived. Finally, brand associations are simply driven by a brand

identify and furthermore, what an organization wants the brand to be interpreted as in the

customer’s mind (Aaker, 2010).

Next an analysis of Susan Fournier’s examination on consumer-brand relationship will be

provided in order to compare with David Aaker’s paradigm.

3.4 The Relation Oriented Paradigm

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In this segment, Susan Fournier’s (cf.1.3.3) article ‘Consumer’s and their Brands’ and her

unique idea that ‘a brand is a person’ will be utilized. Fournier argues for the idea that a

brand is an active part of the relationship between the consumer and brand. Fournier goes

on to explain her ‘brand as a partner’ concept and suggests that by analyzing the consumer

and brand relationship and by specifying the identity activity by which relationships are

founded brands can be animated, humanized and personalized.

According to Fournier, both the person and the brand affect each other within this

relationship in different contexts; this is identified as psychological, sociocultural and the

relation context. These relationships can be interpreted as a multiplex phenomenon, which

suggests that, depending on the benefits for each participant, there can be several types of

relationships between the brand and the person. Nonetheless, these relationships are

dynamic, which implies that the relations involve repeated exchange continuously, thereby

evolving (Fournier, 1998, p. 346). Additionally, Fournier has created a typology with

regards to consumer-brand relationship forms.

Fournier’s holistic approach towards the consumer-brand relationship method has

been commented on as:

“…brand personality can be thought of as a set of trait inferences constructed by the consumer

based on repeated observations of behaviors enacted by the brand at the hand of its manager,

that cohere into a role perception of the brand as partner in the relationship dyad.”

(Fournier, 1998, 368)

Fournier proposes that consumers do not plainly adopt a brands identity but instead

partakes within the context of the brand’s meaning. Therefore, Fournier’s idea of brand

equity can be suggested as:

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“Value added to the product or brand within the consumer-brand relationship. This then

generates value and meaning for the consumer’s life within the contextual relationship of the

two.2”

This implies that Fournier centers on the values that are embraced by consumers, yet

acknowledges the fact that the consumer may very well not adapt to the methods defined

by the sender. Fournier’s notions therefore differ from the ideas and concepts of Aaker and

Kapferer’s economical marketing foundation. Still, all three of the authors employ the idea

of brand identity and a brand as a personality in their work.

This chapter provided the concepts and methods credited by Kapferer, Aaker and

Fournier within their own paradigms. Brand rationale and prominence on products,

identity and relation within the branding process were accounted for.

In the next chapter an analysis of Old Spice will be conducted. The case study will

take a further look into their 2010 campaign, ‘smell like a man, man’ and more specifically

will explore their commercial ‘the man your man could smell like.’

4. Case Study Analysis

In this chapter, an overview of the 2010 Old Spice campaign ‘smell like a man, man’ will be

analyzed. Furthermore, the commercial ‘the man your man could smell like’ will be

analyzed from a multimodal discourse analysis perspective. Therefore, this chapter will

display how the brand communicates with the consumer through the four variables; image,

sound, text and inclusion/exclusion. As was previously stated, the use of multimodal

discourse analysis will be offered in order to clarify how various meanings strengthen each

other across numerous semiotic modes. First an introduction to Old Spice will be

presented, followed by an analysis on how brand equity can be found through the ‘the man

your man could smell like’ commercial.

2 Quotation created by the author of this paper

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4.1 Introduction to Old Spice

William Lightfoot Shultz originally founded Old Spice in 1934. However the Old Spice for

men brand dates back to 1938. The packages have always incorporated colonial sailing

ships and through advertising the various ships and the whistling sailor jingle have become

a valuable trademark when identifying the Old Spice product for men (Stevenson, 2004).

Procter & Gamble acquired the Old Spice brand in 1990 and ever since then has

introduced new technologies to give the brand a more contemporary feel. In recent years

Old Spice has completely re-imaged itself. Once primarily known for the aftershave used by

dads and granddads, the makeover included products sporting hip new packaging and

advertisements that trade in the whistling sailor for scantily clad women more accustomed

to being whistled at. It is now a vibrant brand targeted at teenagers and males in their

twenties. The re-imaging had an increase on sales and by 2002 U.S. sales for the deodorant

line alone reached $143 million compared to $98 million five years earlier3 (Girvin:

Strategic Branding Blog, 2010).

4.2 Analysis of Old Spice’s ‘The Man Your Man Could Smell Like’ Commercial

An article regarding images and the concept of the structure by Rick Ledema will be

employed in this section in order to display how meanings are multimodal, sequenced and

integrated. In addition, theory from Gunther Kress and Theo van Leeuwen will be looked

upon in order to convey how meanings position viewers and characters. Next, sound will be

examined with the theory of sound levels from Kress and van Leeuwen. Kress and van

Leeuwen’s theory on information linking and text image relation will be analyzed. Finally a

look at inclusion/exclusion will round off the chapter. All four parameters will be able to

show how semiotic levels create meaning, thereby relating back to Fournier, Aaker and

Kapferer’s ideals on brand equity.

3 See figure 2 in appendix for the range of Old Spice products

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4.2.1 Image

This section will focus on the 2010 Old Spice commercial ‘the man your man could smell

like,’ from their campaign ‘smell like a man, man.’ This will identify the relationship

between the viewer and the participants of the commercial and show how the viewer

views the commercial and nonetheless the brand.

The 33-second commercial stars former NFL wide receiver Isaiah Mustafa as ‘the

man your man could smell like.’ Visually, the commercial is constructed of a series of

images with the starting point taking place in a bathroom, then to a boat and finally on

what appears to be a tropical island. This is all separated by three major cuts that also act

as a beginning, middle and end, which is part of the three generic stages according to

Ledema (Ledema, 2001). The commercial’s beginning (0:00-0:12) takes place inside a

bathroom and places the main participant, Isaiah Mustafa, in the center and in front of a

running shower. Here, the participant introduces the product (Old Spice body wash) in

center view while the camera slowly zooms in, now the view only see’s the upper half of the

participants body. Next, the commercials middle (0:13-0:22) transforms the participant

from the bathroom to the deck of a sailboat. It is here that many visual effects take place as

the product in the participant’s left hand changes to an oyster shell and then to diamonds.

However, the camera is still set at a level where the viewer can only see the top half of the

participant’s body. Finally, the conclusion (0:23-0:33) shows that the product has replaced

the diamonds in the participant’s hand and is apparent once again. Then the camera slowly

fades out of zoom and it is here that we see the transition of the participant yet again from

the decks of a sailboat to atop a white horse in front of a tropical background.

The final image of the commercial displays the classic Old Spice logo with a bright

red color and showcases the name of the campaign ‘smell like a man, man.’ By displaying

the name of the campaign it intrigues the viewer and invites them to find out more.

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Kress and van Leeuwen state that there is a second dimension to the interactive

meaning of images related to the size of frame. This is a set of choices from close-up,

medium shot, long shot and so forth. They go on to explain that the distance can suggest

different levels of relations between the represented participants and the viewers (Kress &

van Leeuwen, 2006, p. 124). In the beginning part, the commercial first displays a medium

(from the knees up of the participant) and then a medium close shot (waist up). In the

middle part the commercial switches back to a medium shot and then again to a medium

close shot. Finally, the end part fades out into a long shot (human figure occupies about half

the height of the frame).

Kress and van Leeuwen also discuss the idea of short personal distance and long

impersonal distance. This ranges from intimate distance to public distance. The commercial

therefore suggests the idea of far personal distance (where we see the participant from the

waist up) from the beginning and including the middle. The end showcases a far social

distance as it displays the participant in full form but with ‘space’ around it. The ‘space’

would then be considered the horse and tropical setting with palm trees and the ocean in

the background. Since the majority of the commercial presents the participant in the front

angle position, it implies that there is a strong relationship and a great deal of involvement

between participant and the viewers. This power of distance draws the viewer in closer

and gives a feel of the commercial. In addition, the participant is continually looking at an

eye level view, suggesting direct communication. The commercial continues to stay in eye

level view throughout its length of thirty-three seconds. Kress and van Leeuwen state that

this point of view is one of equality and therefore no power difference is involved (Kress &

van Leeuwen, 2006, p. 140).

The colors used in the commercial remain saturated with a blue tint throughout its

entire run. Kress and van Leeuwen explain that when a color scheme is standardly

saturated, viewers tend to judge the image as being real. However, the actually Old Spice

product is shown in a bright red color with other differentiated colors and is shot with a

sharper focus and a slight shine. Kress and van Leewen explain that this gives the product a

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higher sense of modality and a higher reality value, thereby adding credibility and a higher

reality value (Kress & van Leeuwen, 2006, p. 159).

The lighting in the commercial stays subtle throughout the beginning of the

commercial but becomes brighter in the middle and end. This gives the commercial a

somewhat romantic feel.

4.2.2 Sound

Like the visual aspect, sound establishes a relationship between the subject and the

receiver and adds to the importance and meaning of the visual part. Sound is hierarchized

in different elements, which can be categorized into three separate stages. The first stage is

the foreground (figure), ground (field) and background (ground). According to Kress and

van Leeuwen, figure, field and ground establishes the relationship between the listener and

the sound.

The voice that speaks in the commercial is the main voice and comes from the only

participant in the commercial. Therefore, the voice naturally becomes the focus of interest

for the viewer. Thus, it can be argued that the voice acts as the figure. In this commercial,

the speaker is what builds the closest relationship with the receiver, since the viewer is

forced to listen to it to gain an understanding of the commercial. Since the speaker is the

main sound the viewer hears in the commercial it creates a close relationship between the

sender and receiver (Kress & van Leeuwen, 2006). The speakers voice is deep and calm,

which creates a more relaxed atmosphere. Since the voice is peaceful and non-demanding,

the commercial can be interpreted as informal.

Supplementary sounds in the commercial include the sound of a shower running in

the beginning of the commercial. Wind, seagulls ocean waves and the sound of diamonds

falling make up the middle part and a continuation of ocean waves, a horse whinnying and

the classic Old Spice sailor’s whistle jingle at the end of the commercial. The jingle is an

essential part of the commercial as it allows the viewer to remember the commercial and

essentially the brand itself. Jingles create mnemonic links with the advertised product to

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enhance the argumentation of the advertisements message. Therefore, when an

advertisement is remembered it is effective (Bullerjahn, 2006).

This aims to act as the field/ground of the commercial. The sound of wind, seagulls and

ocean waves also add to the romantic aspect of the commercial.

The lack of music used in the commercial allows the viewers to focus only on the

speaker and adds to the personal feel between sender and receiver. In conclusion, the two

semiotic styles, image and sound, are incorporated within the commercial to create a

relaxed and romantic ambiance.

4.2.3 Text

This section will focus on the text used in the commercial and how it supports the images

seen by viewers and lastly guides the viewers. In addition a full copy of the text employed

in the commercial can be found in the appendix under figure 5.4

There is little written text in the commercial itself and the only written text appears

in the end where the Old Spice logo and campaign name can be seen. The main text appears

in the form of spoken voice where the participant is seen and heard speaking to a female

audience. Since the participant is speaking to a female audience, the use of personal

pronouns such as ‘you’ is used frequently in order to personalize the message between

sender and receiver. Each sentence refers back to the speaker itself, who acts as the part of

the product. This keeps the viewer’s attention focused on the product itself. At the end of

the commercial the speaker says “anything is possible when your man smells like a man

and not a lady”-this last sentence draws the viewer as it allows them to wonder how their

man would act if he used Old Spice. Additionally, each sentence that is spoken by the

speaker flows with the scenery that is changing behind him, linking the scenes together.

Had the speaker not been speaking to the viewers the commercial would just be a

combination of random, changing images. Therefore, the spoken words play on the visuals,

thereby making the visuals more detailed and unique and adding a higher level of

understanding to the meaning. Lastly, Kress and van Leeuwen explain how much of an

4 See figure 3 in appendix

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impact text and image have on each other and show that each facilitates a greater amount

of information (Kress & van Leeuwen, 2006).

4.2.4 Inclusion and Exclusion

This section will focus on the concept of inclusion and exclusion in relation to the 2010 Old

Spice commercial ‘the man your man could smell like.’

The basis of inclusion and exclusion is the belief of choosing a specific idea or

perspective and submitting it to the receiver through a method of discourse. The main

focus of the commercial is the product itself, which is ‘Old Spice body wash.’ However, the

participant (Isaiah Mustafa) can also be viewed as part of the product since he is ‘the man

your man could smell like.’ The commercial therefore has a greater focus on the product

rather than the brand as a whole since the brand name is only mentioned once and only

appears in large text at the very end of the commercial.

The inclusion aspect of the commercial can be interpreted as the visual imagery

used in the commercial. The imagery continues to change taking Isaiah Mustafa from what

appears to be his bathroom to the ocean seas of an unknown tropical destination. The

change of scenery leaves room for interpretation, although it might be done in order to

show that Old Spice products can be used at any location and at any time, since it is easy to

put on/use. Thus, representing the idea that Old Spice can be used everywhere.

The exclusion might be viewed as a lack of displaying the brand at all times of the

commercial. The Old Spice brand and product is first mentioned and displayed at the

beginning of the commercial but then disappears midway and does not appear again until

the very end. This could suggest the idea that the brand is weak, therefore the commercial

aims to focus only on humor and the spokesperson in order to keep viewers attention.

4.3 Salient Patterns and Brand Equity

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Based on the analysis of image, sound, text and inclusion/exclusion the paper will now

move on to show how salient patterns were created by these four factors. In addition, the

use of salient patterns will be analyzed in coherence with product, identity and relation

within the realm of the paradigms used by Kapferer, Aaker and Fournier. This will serve to

answer question number three (cf. 1.1.2).

4.3.1 The Product in a Strategically Oriented Paradigm

This section aspires to examine the use of brand equity, in association with Kapferer’s

paradigm within the 2010 Old Spice campaign ‘smell like a man, man.’

The analysis discussed in section 4.2 discovered that the product (Old Spice body

wash and ‘the man your man could smell like’) was the primary focus of the commercial.

Kapferer states that products are essential in order to define a brand, thus, a brand cannot

survive without a product(s) to carry them. However, the commercial is able to tie the

product back to the brand at the very end when the product is shown below the Old Spice

logo and during the Old Spice sailor-whistling jingle. This is able to generate a series of

mental connotations in the consumer’s mind, which, according to Kapferer, will influence

consumers within the purchasing phase, thus creating a brand asset for Old Spice. Value is

the next step that will need to be created, as a brands value generates profit. If financial

profit is not obtained the commercial might be considered unsuccessful within the

strategically oriented paradigm. Kapferer explains how brands are unable to sell

themselves or their values without a tangible product, therefore the commercial heads in

the right direction with their use of the Old Spice body wash product (Kapferer, 2008).

The salient patterns found in this section are gathered from the use of image, sound

and text. The connection between sender and receiver can be found by the speaker’s use of

personal pronouns and the last sentence, which starts off with the phrase ‘anything is

possible.’ As was addressed earlier, this engages the viewer and allows the targeted female

audience to imagine just how there man would be (and smell) if he used Old Spice body

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wash. Thus, leaving room for imagination since ‘anything is possible’ when you use Old

Spice.

4.3.2 The Identity in a Consumer Oriented Paradigm

This paragraph aims to establish a further understanding of a brand’s identity, which is

significant in Aaker’s paradigm. Moreover, this will allow for a greater understanding of the

brand equity found in the ‘the man your man could smell like’ television commercial.

Within the frame of brand equity Aaker describes just how important brand

awareness is, as it refers to the strength of a brand’s presence in a consumer’s mind. In the

commercial brand awareness is established when the product comes into view, which

carries the Old Spice name, and in the conclusion of the commercial when the Old Spice

logo is placed in large view and the sailor-whistling jingle plays. Aaker states that often

when a consumer is aware of a brand name it is not enough, it is when they are aware of

the name attached to a symbol or visual image, such as a logo, that they create awareness

within themselves. Therefore, it is encouraged for companies to also measure the

awareness of symbols and visual imagery (Aaker, 2010, p. 331).

Additionally, Aaker classifies logos as part of an extended identity within the realm

of brand associations. Furthermore, Aaker explains how identity is important for the brand

seeing as it helps create brand loyalty, one of the main constituents of brand equity. Aaker

states that:

“A brand identity should have a well defined core and generate a value proposition

whilst building a basis for a brand relationship…if the identity is fuzzy or incomplete it will

not provide real guidance.” (Aaker, 2010, pp. 340,341)

In the Old Spice commercial the prominent theme is male grooming products,

specifically the Old Spice body wash. The identity is then communicated through a mixture

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of visuals, yet the Old Spice almost always remains present. The commercial goes on to

combine a mixture of branding personalities which includes the idea that the product is

new, fresh, manly and confident. Thus, driving the brand in the correct path.

A value proposition is what defines the relationship between consumer and brand.

Old Spice’s value proposition is the advantage that males gain when they ‘smell like a man

instead of a lady.’ The self-expressive advantage describes the consumer as a confident

man who knows that anything is possible because he’s using Old Spice. This is evident in

the commercial, as the participant (Isaiah Mustafa) exemplifies just that-a relaxed,

confident man who lives in a world where ‘anything is possible’ and he demonstrates this

by offering the female audience tickets to an event she’s always wanted to attend,

diamonds and the fairytale image of their dream man on a white horse.

A salient pattern using the theme ‘anything is possible’ is employed in the

commercial with qualities including romance and equality. However, due to the fact that

this is within the realm of a sender oriented rationale the value proposition is non

negotiable.

The connection to male consumer preferences in a grooming product (cf. 2.1) is

therefore evident in the commercial through the general television advertisement and the

promotion, which uses a former NFL player (Isaiah Mustafa) as Old Spice’s spokesperson.

4.3.3 The Relationship in a Relation Oriented Paradigm

Through the use of Fournier’s paradigm this section will demonstrate how the relationship

between brand and consumer is shown in the Old Spice commercial.

Fournier’s brand as a person metaphor is applied within the Old Spice commercial

where the product is literally a person (Isaiah Mustafa). He is ‘the man your man could

smell like’ and provides a meaning for the viewer since he is a desired man and is

potentially what the female audiences man could smell like or even become. The

relationship between consumer and brand

The salient patterns found in this commercial can be referred to as a ‘courtship,’ or

‘compartmentalized friendship’ based on Fournier’s consumer-brand relationship forms.

30


Fournier defines this a ‘courtship’ as an “Interim relationship state on the road to committed

partnership contract.” A ‘compartmentalized friendship’ is then described as a “enduring

friendship characterized by lower intimacy than other friendship forms but higher socio-

emotional rewards and interdependence. Easy entry and exit are attained” (Fournier, 1998,

p. 362). In comparison to the Old Spice commercial it shows that although the former ‘old

man’ brand is attempting to persuade a younger audience, viewers are more prone to

giving them that chance, thanks to the new wave of advertising and the use of promotion

and a spokesperson that men want to be. Yet, this is a type of product that can easily be

switched to and abandoned if necessary. If the product is successful in the eyes of the

consumers the product will be on it’s way to becoming a continuous household item,

thereby expanding the relationship between consumer and brand and building brand

equity.

4.3.4 The Contextual Effect on the Brand Strategy of Old Spice

In an effort to reimage themselves from ‘dad’s deodorant’ to a more modern grooming

product for men in their twenties, Old Spice launched their ‘smell like a man, man’

campaign. Launched just prior to the 2010 super bowl, Procter and Gamble brand Old Spice

showcased their newest commercial starring former NFL wide receiver Isaiah Mustafa.

This commercial sought to target men and women instead of just men, since research

showed that women make over 50% of all household body wash purchases (Conversition,

2010). With these newfound statistics Old Spice began airing their newest commercial

during broadcasts that couples would normally be viewing together, for example American

Idol, LOST, Winter OL 2010, Valentines Day. With this new innovative way of marketing,

Old Spice was able to capture over 75% of conversation in the first three months of 2010,

with over 50% of this buzz being generated by women (Conversition, 2010). People

everywhere could not stop talking about Old Spice’s newest commercial featuring “the man

you can smell like.”

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But Old Spice chose not to stop there. Following the success of their first

commercial, Old Spice created the response campaign “smell like a man, man,” where they

invited consumers to submit questions via Twitter and Facebook that would then be

answered personally by the Old Spice Guy. More than 2,000 people submitted questions and

in 48 hours the Old Spice team were able to film 186 personal response videos. This quickly

became the most popular interactive advertisement campaign in today’s history. Within the

first 24 hours after the release of their response campaign, Old Spice had received 5.9

million views (more than Obama’s victory speech after 24 hours). On day two, Old Spice

had eight out of eleven of the most popular videos on the web, and one week after release it

had over 40 million views. In addition, Old Spice’s twitter account increased 2700%, their

Facebook fan page went up 800% and their company website oldspice.com increased

300% making them the number one branded channel on Youtube. After three months since

the first commercial premiered Old Spice was successful enough to generate 1.4 billion

impressions worldwide. With this immense accomplishment Old Spice’s sales experienced

a major impact as well. One month since their commercial debut, Old Spice generated a

107% sales increase. In three months they witnessed a 55% increase and in six months

they received a 27% sales increase (Conversition, 2010). Overall, Old Spice was able to

achieve what they set out to accomplish; the combination of viral buzz, generated

impressions, an Emmy nomination and a massive sales increase, Old Spice was now the

number one body wash and deodorant brand for men (Conversition, 2010).

5. Branding

This section will provide a further insight into the concept of branding theory in connection

to the male grooming market.

Kapferer and Aaker acknowledge the fact that successful branding is not easy to

create. However, there is still a need to create and measure evidence of a successful brand.

Ever since the rise of attention that brand equity created, many have questioned the

relevance of branding. Yet, Aaker suggests that branding still has its benefits. Aaker goes on

32


to explain that branding is a way to build brand identity, thus, creating distinctiveness,

credibility and memorability (Aaker, 2010). In addition, when a company designs a new or

improved product they should employ the use of one or more design features that enable

the brand to excel. Old Spice has already began this process by coining catchy names based

on real cities around the world and accompanying it with a recognizable city image for each

product and using bold colors that still pertain to the original Old Spice logo colors.

Furthermore, Aaker explains how branding a feature adds credibility and enhances

the ability of that feature to differentiate itself from others of its kind and add value (Aaker,

2010). Products within the body wash and deodorant market can be difficult to

differentiate from others of its kind. Yet, Old Spice found a way to make it work. Through

their commercial ‘the man your man could smell like’ they strayed away from the typical

male grooming commercial that actually shows the product in use and opted for a more

modern approach that was able to target a younger group of both males and females. In

addition, Old Spice was able to add a spokesperson to their commercial that was again able

to target both male and female audiences.

In conclusion, there are two ideals to branding. The first states that branding is gone

and in order to generate profit from it, alterations must be made. Secondly, that branding is

a trend or marketing solution that should be measurable. Kapferer, Aaker and Fournier all

agree on the importance of branding, though it is hard to establish which area is the most

important, whether it’s the product, brand identity or consumer-brand relation.

6. Conclusion

This papers goal was to analyze the use of brand equity (if any) in Old Spice’s commercial

‘the man your man could smell like,’ which is part of their 2010 campaign ‘smell like a man,

man.’ A further look into the concept of brand equity was provided. Theories based on

Kapferer, Aaker and Fournier’s own paradigms were provided in order to provide

justification to the concept of brand equity. By acknowledging the paradigms from each of

the authors, the concept of the hermeneutic circle was recognized.

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A look into the current market for male grooming products was provided in order to

demonstrate who the current market leaders were. In addition, a look into male

consumer’s preferences for grooming products was offered in order to look further into

what male consumers want from their grooming products.

The case analysis examined the Old Spice campaign, specifically within their

commercial ‘the man your man could smell like.’ This showed how the brand equity was

communicated in connection to the product, the identity and the relationship between

consumer and brand. Additionally, an analysis of the image, sound, text and

inclusion/exclusion in relation to the television commercial was commented on. Then, the

commercial was compared again to the three paradigms of Kapferer, Aaker and Fournier

with regards to salient patterns. This meant to bring together a further understanding as to

how brand equity is communicated, specifically within the three paradigms of the authors.

Furthermore, the paper identified the two way communication between participant

(brand) and viewer (consumer). Finally a discussion on branding concluded the paper.

Aaker’s remarks on branding demonstrated the idea that branding continues to be a vital

part of marketing; although there are still various viewpoints regarding this matter.

7. Appendix

Figure 1: How Brand Equity Generates Value

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(Aaker, 2010, p. 9)

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Figure 2: Old Spice Product Line

Product Line Average Retail Price

High Endurance Body SprayFresh collection, red zone collection

$6.99

High Endurance DeodorantClassic, original long lasting stick, fresh collection, red zone after hours

$3.49-$3.99 (65g-92g)

Body WashClassic, dry skin defense, after hours, odor blocker, hair and body wash, sport

$6.99

FragranceClassic, fresh, after shave, sport

$11.99 (4.25 fl oz.)

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Figure 3: ‘The man your man could smell like’ commercial text

“Hello ladies. Look at your man, now back to me, now back to your man, now back to me,

sadly, he isn’t me, but if he stopped using lady scented body wash and switched to old spice

he could smell like me.

Look down; back up, where are you? You’re on a boat. With the man your man could smell

like. What’s in your hand? It’s an oyster, with two tickets to that thing you love, look again,

the tickets are now diamonds. Anything is possible when your man smells like Old Spice

and not a lady. I’m on a horse.”

(Old Spice)

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