Building Customer Connection with “Old Spice” - Essay Example

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Building Customer Connection with “Old Spice”

“Old Spice” seems to understand these characteristics of their target consumer, one with low resources and who desires relationships with products that assist in helping them reach their goals for adventure and improved social performance. “Old Spice” is a non-premium, mid-priced product with a very long brand history, attempting to emerge from historical connotations of relationship marketing with older and more seasoned consumers. In the advertisement, the split personality of the rock superstar is supplemented with pink lipstick marks illustrating fanaticism as well as a bikini top that is strong adoringly over the guitar held by the transformed consumer character. The tagline, “Somewhere in there, there’s a man in there” both chastises and applauds a consumer that reaches for “Old Spice”, using pathos as a rhetorical appeal to gain consumer attention and interest. Essentially, the “Old Spice” brand attempts to act as a social critic of the mundane consumer lifestyle and also an advocate for transformation from a boy to a man through the utilization of the brand.
In society, the stereotype of the typical librarian is one of stuffiness, unsightliness, and generally unappealing. Because the Striver is greatly concerned about the sentiment and opinion of peers and others in society, “Old Spice” uses this psychological characteristic to its advantage to effectively promote the product. “Old Spice” cleverly uses this subconscious ploy to create an emotional response of self-rebuke or self-punishment for the consumer. ...
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Summary

The present essay concerns the business matters of the "Old Spice" company. As it is stated here, "Old Spice" does an excellent job of appealing to its target audience, using lifestyle marketing concepts related to psychographic characteristics of the segment…
Author : urielstracke

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