University of Business and

Technology
Jeddah College of Advertising

Advertising Management 2-ACOL

303
Final Project
Adila Alamoudi - MAG600
Baydaa Abdul-qudos KAG237
Hala Qudos _ JAG199
Rana Shaiban LAG156

Submitted to:
Ms. Deema Sonbol
24 / 12/ 2015

Introduction

We've structured the creative brief and

built our positioning strategy in order to
Come up with the perfect plan to bring
the brand into our Saudi target market .

Strategy
Old spice shower gel differs from competitors
by being an A class brand, long lasting
unique and strong scent that dispense
perfumes and saves time

Positioning strategy

For Old Spice body wash the positioning that

most fits it, is product categories. Old Spice body
wash claims that it gives its user a smell that
feels like the perfect daily perfume.

The position strategy will be applied by stating

the fact that Old Spice has a strong long lasting
organic scent.
Strateg
y

The slogan
The slogan chosen is keep the scent a
lifetime
Referring to the positioning strategy, the
slogan reflects the comparison between Old
Spice body wash and perfumes lasting scent
period.

The creative brief

Background 1:
Since ancient time men trying to avoid
unwanted residue on their skin and clean it to
smell great and feel fresh. This fashionable
product for the body clean has a long lasting
smell that gives fresh feeling for all day.

Background 2:
Old Spice body wash comes in different collections that
based on smell, package's design, and the features of
product. Old spice promised the consumer an odor
protection and long lasting smell that gives them the
feeling of confidence to reinforce their masculine identity

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Grab the consumers attentions and

aware them about the body wash of
old spice through creating a campaign
that linked to prostate cancer
Movember in November 2016.
Stirring their emotional sense via
using specific words that connects to
their unconscious.

Target audience

Male
Age of 12-34
Middle to high income
masculine personality
The cares about their social life,
body, and fitness.

Target audience : observation 1

Why young men consume hygiene products?

Men use shower gels to feel clean.
Men love to start their day with a fresh body.
Since their hormones effects how their body smells
they use shower gels to have a good smell.
Insight: men use shower gels to feel confident
and satisfied about their masculinity.

Target audience : observation 2

the majority of women in the Saudi community
are responsible.
Our culture mostly depends on wives and
female partners generally to buy their hygienic
products such as shower gel, because women
are the ones who do the frequent grocery
shopping.
Women have high tolerance while shopping in
order to buy what is best unlike men.
Insight: Men feel safe about being fully attractive
and impressive when using a product that their
partner has chosen for them.

As a Result of communication
Believe that Old Spice body wash is well
enough to give men the smell of masculinity
and full attractiveness.
Take in consideration that a shampoo
shouldnt be used as a body wash, but use a
body wash for your body.

Strategy
Demonstrate how harmful for the body skin to use shampoos for
hair and body at once.
Attract them to use Old Spice body shower thru displaying the
functions of the body shower which is long lasting smell.
Create an emotional route to show how men can expose their
masculinity and confidence.
Clarify to the target that they can take benefit of the long lasting
smell plus the high standard of the smell by having enough with
the shower gel instead of using body spray as well especially
when they are in a hurry.

The challenges.

Males in Saudi Wants everything done fast

they use regular soaps with no
lasting affect nor does it smells
good.
some of the soaps Saudi male use
dry out their Skin & hence it.

The proses of getting out the shower &

putting body spray & perfume takes a
lot of time & consume money

The solution.
save your time to have a nice skin
and good smell joust in a few
minute
give what every man want to have
to feel confidence and satisfied.

it last for a complete day in

Saudi Arabia is usually hot & males

sweat as they are outside, lucky
old Spice keeps you always fresh &
clean

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Introduction of PO

The PO technique is an idea which change the way of thinking

and moves it to a new place where the solutions can be found.
Our objective is aware the consumers about the benefits of Old
Spice body wash so we used Random technique, Exaggerated
technique, and Wishful technique

Random Technique:
Opportunity/problem:
Men tend to use the shower gel with a strong odor.

Random word:
Mustache.

Extract characteristics of that word:

Different color and shape.
Attractive
Manly
Thick or thin hair

Choose one characteristic:

Thick hair

Explore the relationship of the chosen characteristic with the opportunity:

The strong odor of the shower gel will gives manly appearance as the thick mustache.

Create new idea:

Create a printed ad that shows
the Mustache printed on the
package of Old Spice shower
gel. This ad will be part of
Novembers campaign
Movember and this will be
linked to prostate cancer.

This poster for the Random Technique

Exaggeration Technique:
Opportunity/problem:
People hate the chemical ingredients in the hygiene products.

State a fact about this opportunity/problem:

The chemical ingredient in the hygiene products is really
harmful for skin and it can cause some diseases and problems
for skin

Exaggerate a dimension related to the fact:

Old spice shower gel is the most healthy hygiene product for
skin in the whole world.

Create new idea:

Create new shower gel of Old
spice that contains natural
and organic ingredients such
as the honey, natural oils,
and fruits instead of using the
chemical things.

This poster for the Exaggeration Technique

Wishful thinking technique:

Opportunity/problem:
People love the holidays.

State a fantasy:
Would not be amazing if the shower gel was a holiday?

Create new idea:

Create an ad that shows the fantasy thinking through using a
background for seashore that present cheerful time of a holiday.

This poster for the wishful thinking technique

THANK YOU..