In the upcoming Old Spice TV spot, owner Proctor & Game employs a marketing research strategy few actually try. Let alone accomplish.
Most, even Old Spice, miss the point entirely.
P&G’s research found that 3 out of 5 men say the pandemic has affected their mental health negatively.
So, the Old Spice ad creates what it thinks is that environment.
On the face of it, the Old Spice spot DOES use the marketing intelligence.
Well, if men feel their mental health suffers…then let’s liven things up. “Smell Ready for Anything” the tagline says.
The problem is Old Spice didn’t really understand its research.
The guys in the ad don’t look like their mental health is being affected. They just look bored.
Basically, Old Spice just heard what it wanted to hear. Men want to be active.
But that’s not what the research says.
A much more effective strategy would be showing the guys losing it. Going completely apeshit.
Our guess is Old Spice (and, by proxy, P&G) was too nervous to take that route.
To be heard above all the marketing noise consumers see and hear, you need to truly stand out.
Otherwise, you just get lost in the noise. And forgotten.
We seriously doubt Old Spice’s target audience identifies with this TV spot.
They don’t really see themselves in it. It smells (pun intended) too much like marketing.
We’d give it a B for effort. Transforming what you’ve learned through research means going deeper.
And risking offense. Because the price of clarity is always the risk of offense.
Instead, Old Spice just dumbed it down. And didn’t trust its own research.