As we will discuss in class, the person who uses the product may not always be the one who is decisive in its selection. This series of very successful commercials for the veteran men’s cologne brand Old Spice that directly pitched at women are a good example of this being central to a campaign..

As the Old Spice marketers say in posting the ad on youtube, which incidentally has had an astonishing number of views, “We’re not saying this body wash will make your man smell like a romantic millionaire jet fighter pilot, but we are insinuating it.”


About Christopher Pokarier

australian professor of business & governance @ waseda university in tokyo researching cultural industries, economic nationality & borders, university internationalisation

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