Old Spice communication approach

how to evolve further

1. What is the difference in positioning of two brands Old Spice and Dove for men (DFM)?

2. What product should the Old Spice 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 an option and develop messaging around that option (i.e., what should the brand say?).

3. In which media should the brand launch? Should Old Spice advertise during the Super Bowl as a response to DFMs planned appearance? Or should the brand consider a more traditional media flight? If multiple media forms are used, should they be launched sequentially or all at once? Develop your proposal of media mix scheduling.