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Super Bowl Ad Analyzation: Integrated Marketing Communications
“The goal of this campaign had little to do with any of Olay’s products and much more to do with their image and improving the brand’s perception. While women are not the majority of Super Bowl viewers, they are the main buyers. Olay took a risk in spending $5 million for a 30-second advertisement slot, but they are appealing to a typically neglected market on the big day as only 27% of ads feature women (Nittle, 2019 & Pearl, 2020). The all-women cast reflected the first all-women spacewalk that occurred in 2019. While the campaign certainly had its faults, I do applaud the integrity of the campaign. Not only was the cast entirely female, but the marketing agency that helped Olay build this campaign is female-owned and 3/4 of the people who worked on the campaign were female (Neff, 2020 & Pearl, 2020). While it does take a lot of digging and initiative that most viewers will not take, Olay’s website does highlight some of their STEM female employees in high positions and a few of the “girls who code.” The ad really had nothing to do with Olay’s products, but on their website, they are selling product kits of some of the featured celebrities’ favorite items. Olay is already a fairly well-known brand and has been around for over 50 years, so brand recognition was not their objective and neither was generating awareness for a new product as they did not promote one; however, the strong positive female message and endorsement, Olay’s #MakeSpaceForWomen campaign was aimed to increase the brand’s perception. This is not a new approach for the brand; In 2018, Olay launched their face anything campaign, which focused on diversity and supporting women despite criticism that women are too emotional, outspoken, etc. (Schueneman, 2018).”
Published Article: Doré