Recently, Old Spice took their creativity to the next level. They used their mantra of “what a real man wears,” and applied it to adolescent years. It reflects what happens to the parents when a boy starts to become a man. Only this time, we know he’s becoming a man because he wears Old Spice. The target audience seems to be younger adults/teenagers, which could hurt Old Spice’s branding and they could become the next AXE. If their market is primary young teenagers who want to be more manly, they could lose a lot of respect. On the other hand, Old Spice may be purposefully targeting this audience because they are failing within the older demographic.
Is this a flawed way to reach their changing target audience, or does Old Spice understand how this could backfire?
Do they want this “backfire?”