Maybe I just don't fit in with Old Spice's 440,729 fans (at last count), but the smell of Old Spice has honestly never made me think of "a romantic millionaire jet fighter pilot." What it does remind me of is my grandfather and, more generally, the holiday season, since it was pretty much the only scent I could afford to buy my older male relatives.
The other flaw in this Old Spice marketing campaign, at least in my opinion, is the fact that they use the words "jet fighter pilot" next to the word "millionaire." According to ChaCha.com, the average salary for fighter pilot jobs is $53,000--a far cry from $1 million. That's not, of course, to say that the job of a jet fighter pilot isn't considered to be romantic. The proof that many women (and men, for that matter) think they are can be found in the movie Top Gun, in which a young pre-Katie Holmes Tom Cruise played the hunky Maverick character.
Even considering all this, though--and I'm sorry, Old Spice, for bursting your bubble--I just can't picture myself buying Old Spice body wash for my husband. Ultimately, it will remind me more of my grandfather than of the Top Gun-era Tom Cruise.
Still, I guess you can't blame Old Spice for trying to attract younger consumers, given that their much older consumers are now passing on.
Elizabeth, it's a fantasy. Read between the lines. The 6'2" cleft-chinned hunk walked away from the Fortune 500 corporation his great-grandfather founded to join the Air Force and serve his country. Of course, not wanting special treatment, he joined as an enlisted man, but his natural talent and charisma soon propelled him to Top Gun school, his own squadron, and waves of gorgeous women crashing at his perfectly groomed feet, even though all he ever wanted was to find Miss Right, have children, and raise puppies.
ReplyDeleteYes, yes, Souther' Mother, but what kind of puppies?
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