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Who's the customer?


LYNX RISE

‘Wake up calls’

Lynx Rise shower gel, is created for males between 15 and 25 (Warren 2010) who need some help to wake up and stay alert (Lynxeffect 2012).  Sometimes guys can find it difficult in the morning, which could have serious effects on their chances with the ladies.
The advert was intended to be funny, sexy but short, as the target audience have short attention spans. The idea was that they would really like the ad and therefore share and comment and therefore create more brand awareness.

 

The campaign wanted to help launch Lynx Rise with a bang, Support the Above The Line advertising strategy; use to characterize media that broadcast and published to a big audience, (Above the Line) and PR and create an integrated campaign. Lynx also wanted the advert to start conversations, gain more of an online presence, and get them to interact with the brand. The ad was launched through various social medias and well placed in blogs and Lad Mag sites. After the campaign Lynx had increased their Facebook fans with 25% the shares, likes, comments and views on all the various media strategies were very successful. This shows that the target audience responded well to the campaign. (Warren 2010)

 

Old Spice
‘The man your man can smell like’

The ‘the man your man can smell like’ advert is a shower gel designed for men. However this advert is targeted at woman, as they want the woman to buy the product for their partners.

The ad makes the assumption that men use their partners shower gel and therefore smell like woman. What woman would want that? The character in the advert plays on woman’s mind, he’s on a boat in a nice holiday place, he has diamonds and tickets ‘for that thing you love’ and then finishes on a horse on a beautiful beach. It’s like the ideal scenario for any woman and he makes out he is the ideal man, so women want their man to be like him. The ad wanted men and woman to start a conversation about body wash; something that does not come up in a conversation very often. (Old spice: the man your man could smell like).

This ad is working on sex appeal and desire. The half naked attractive man is aimed to attract woman’s attention, men do not respond well to naked men in adverts, where as woman do (Warren 2010).

The ad is intense, it engages you, ‘Look at your man, now back at me’ practically forces woman to do what the character says. The advert is not a ‘laugh out loud’ funny, it still plays on humor; the character is so serious but what he says and does is actually quite unrealistic.  

 

Solomon et al suggest that sexually suggestive subliminal advertising might influence consumer’s feelings, rather than their cognitive responses, towards advertisements. A funny ad inhibits the consumer from thinking of reasons why he or she doesn’t agree with the message, thereby increasing the likelihood of message acceptance. Humor is more likely to be effective when the brand is clearly identified and the funny material does not swamp the message. When we laugh or smile we feel good. These good feelings then have a halo effect. They put us in a good mood, which makes us see the product in a more positive light. (Solomon 1999).

 

A big difference the 2 adds have is that Lynx is creating an image of someone you can relate to but need to change. Burke (cited in O’Shaughnessy and O’Shaughnessy 2004) believes that for one to target an audience you must speak to them in their own language. This will then help identify them with the brand. They will develop favoritism as this offers the feeling that the brand is designed uniquely for them. Whereas Old Spice wants you to identify with the ad as something you would want to be. Peoples feel of identification towards a brand can be due to what they see within the advertisement; the consumer does not recognize themselves in the advert, but see’s how they would like to be. Therefore they are persuaded to purchase the product, aiming to become comparable to what they have seen in the advert. (O’Shaughnessy and O’Shaughnessy 2004).

 

Till and Priluck (2001) suggest that another way to develop favoritism towards a brand is to visually pair up a neutral conditioned encouragement, such as an unknown brand, along side a product that naturally produces a positive response: a unconditioned stimulus. This way the unknown brand will automatically be associated with the unconditioned stimulus, and later the brand alone will receive a similar pleasant attitude. This is called the theory of Classical Conditioning (Stuart et al 1987).  Old Spice has also used this by associating diamonds, a good body and a holiday with the shower gel. Woman will think of these elements when they think back at the Old Spice body wash.

 

So both the shower gels, that are similar products are obviously aimed at different types of consumers; Old Spice is aimed at woman and who want their man to smell nice. Whereas Lynx Rise is aimed at younger men, who want to impress girls.

 

 

Reference:

 

Above the line (no date) Businessdictionary.com Available from: http://www.businessdictionary.com/definition/above-the-line.html [Accessed 11th November 2012]


LYNX (2012) Available from: http://www.lynxeffect.com/uk/lynx-products/rise
[Accessed 9th November 2012]

Old Spice: The Man Your Man Could Smell Like ( 2011) Available from: http://www.warc.com.atlas.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=bbdb1157-4f4e-4bac-a2f6-c587ab561816&q=the+man+your+man+can+smell+like [Accessed 10th November 2012]

 

O’Shaughnessy, J. and O’Shaughnessy, N.J. (2004) Persuasion in Advertising, London, Routledge

 

Solomon M., Bamossy G., Askegaard S. and Hogg M. (1999) Consumer behaviour. Harlow, Pearson Education Limited, 

Stuart E.W., Shimp T. A. and Engle R. W. (1987) Classical Conditioning of Consumer Attitudes: Four Experiments in an Advertising Context. Journal of consumer research, 14, 332 -349

 

Till B. D., and Priluck R. L. (1998) The persistence of Classically Conditioned Attitudes. Journal of advertising, (25) 1, 23-32

 

Warren T. (2010) Direct Marketing AssociationUnilever: New Lynx Rise Wake Up and Stay Alert. Available from: http://www.warc.com.atlas.worc.ac.uk/Content/ContentViewer.aspx?MasterContent... [Accessed on 10th November 2012]

 

Wieden + Kennedy (2012) Old Spice Body Wash: Response Campaign. Available from http://www.warc.com.atlas.worc.ac.uk/Content/ContentViewer.aspx?ID=fa53d598-42dc-456f-a462-9deae703055d&q=the+man+your+man+can+smell+like&MasterContentRef=fa53d598-42dc-456f-a462-9deae703055d [Accessed 10th Novermber 2012]