OLD SPICE ADVERTISING STRATEGIES. HOW A BRAND CAN BRING THE HEAT

This article highlights the features of Old Spice advertising campaigns from the point of view of strategy implementation. Through the prism of history, the background of the brand is illuminated, which gives an understanding of how the PR campaigns of recent years have become so vivid and memorable. The article analyzes the features of the brand's communication strategy and highlights the key elements that helped it attract the attention of the target audience and become one of the most recognizable brands in its niche. The results of the first advertising elements and the entire campaign are presented, among which are significant indicators of successful audience entry. The analysis of additional steps and the discovery of new advertising tools through social networks and video platforms is carried out. The results of the advertising campaign, its successes and failures, as well as the current position of the brand are also summarized. The relevance of the study is due to the factors that the correct orientation to the audience, non-standard approaches to the choice of archetypes of characters and expressive brand positioning can be key factors in the success of an advertising campaign, but the complexity of their implementation can also become a stumbling block. Consideration of the actions of the Old Spice brand allows us to identify the features of the implementation of strategies aimed at achieving positive results of the PR campaign.