Read the Five Marketing Lessons from Old Spice article, which discusses Old Spice’s relaunch of its brand in a 2010 campaign starring Isaiah Mustafa. It also had a huge social media and internet component that engaged consumers to interact with the “Old Spice man” through contests, blogs, and messaging. Sales rose 55%. This is one example of how a brand makeover can be successful.
Your task is to find a campaign that followed a similar path. What steps do you think were most effective in reaching the target audience? How did the company integrate these strategies into marketing campaigns to create a cohesive marketing strategy?
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Note: To complete this initial post, it may be helpful to analyze the advertisers of a large event such as the Super Bowl, the Oscars, the World Series, or the Country Music Awards.