Pre-Campaign AnalysisResearchResearch is a crucial step in determining the problem or issue faced by the organization (Gregory, 2000). Old Spice conducted their own research and found that the brand image was fading along with sales in early 2010 (Rowe, n.d.). The image the public had in their minds was that Old Spice products were something their “grandparents” would buy and use (Effie Awards, 2011). Sales had decreased due to the increase in the number of competitors for body wash products (Rowe, n.d.). So, what Old Spice needed to do was come up with a plan to change the public's perception towards the brand, which will thus change the brand image and increase sales. Goals and ObjectivesAs mentioned in the introduction, the company's goal was to change the public perception of Old Spice, ultimately changing the brand's image and gaining recognition. The objectives of the campaign were to steal the show, drive business, stimulate conversations between men and women and ultimately keep the campaign active (Effie Awards, 2011 and Cabrer, 2012). Target Market Based on the findings derived from their research which stated that 60% of women usually purchase body wash for their men, Old Spice decided to target both men and women. Men here refer to those between the ages of 18 and 34 and women are female shoppers (Effie Awards, 2011 and New Media Drivers License, 2011). Before this campaign, the initial target was men aged between 18 and 60. A focus towards younger generations is more plausible, especially since Old Spice's competitor, Axe, also aimed at a younger market (Young, 2010). Message Development Due to the image that audiences were accustomed to associating with Old Spice, the company has decided to position it...... middle of paper...... April 20, 2014].8. Rowe, S. (n.d.) Case Study of Old Spice. [Online]Available at: http://zonesofsmm.wordpress.com/old-spice-case-study/[Accessed 19 April 2014].9. Vaynerchuck, G. (2011) Old Spice Man Marketing, Redux: What Went Right and What Didn't. [Online]Available at: http://www.fastcompany.com/1737010/old-spice-man-marketing-redux-what-went-right-and-what-did-not[Accessed 19 April 2014]. 10. Young, A. (2010) Ax vs. Old Spice: Whose Media Plan Came Out With The Best Smell?. [Online]Available at: http://adage.com/article/media/axe-spice-media-plan-worked/143066/[Accessed 20 April 2014].11. MarketLine. (2010) Old Spice case study: Effectively leveraging social media in personal care. [Online] Available at: http://advertures.files.wordpress.com/2013/11/how-to-use-social-media-to-revitalise-your-brand-the-old-spice-case-study. pdf[Accessed 19 April 2014]