Problem
Sales of Procter & Gamble's Old Spice men's grooming products have hit new highs, thanks to award-winning integrated marketing communications that brought the brand new prominence and a hip new attitude. Most of the campaigns are national, although some are quirkily local. For one holiday campaign, Mustafa appeared as a Santa Claus- type character (clad in a towel plus a wool scarf) on local billboards, on television commercials, and in newspaper ads, commenting on uniquely local situations and sights. More recently, another football player, Terry Crews, has represented the power of Old Spice body spray by muscling through walls during commercials for other Procter & Gamble products such as Bounce fabric softener and Charmin toilet tissue. Crews tells the audience: "It's so powerful, it sells itself in other people's commercials!" Once again, these fun ads became viral hits for Old Spice and its parent company.
Questions
1. What selling points seem to be in the advertising platform for Old Spice's commercials, and how do these points relate to the target audience's needs or interests?
2. When Old Spice wins advertising awards and people talk about its unusual campaigns, how does that help the rest of the brand's promotional efforts?
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.