Case: Old Spice: Repeating Success in the Face of Competitive Threat
1. Should the brand team attempt to compete with or respond to Dove for Men (DFM)? Can the brand compete with DFM without directly referring to it in advertising? Should Old Spice go directly after DFM and be the first brand in P&G history to call out a competitor brand? Justify all your recommendations.
2. What product should the brand team advertise? Consider the virtues and liabilities of continuing the Swagger campaign, of advertising Showtime, of advertising the umbrella brand, or of focusing on body wash. Pick the option you believe is the best to pursue and develop a message around that option (i.e. what should the brand say?). Justify all your recommendations.
3. In which media should the brand launch? Should Old Spice advertise during the Super Bowl as a response to DFM's planned appearance? Or should the brand consider a more traditional media flight? If you recommend that multiple media forms be used, explain if they should be launched sequentially or all at once? Justify all your recommendations.