Scott Campbell: A Campaign Spokesperson
Why do you think Diageo chose to use Scott Campbell as the spokesperson for this campaign?
Research was undertaken in order to explore who ‘Scott Campbell’ really is. It was discovered that in reality, he is an American tattoo artist/actor living in New York. In comparison to the ‘index weatherman’, the personalities of the two are completely different. From online research, the real Scott Campbell seems to be a relaxed, quiet sort of character, whereas the ‘index weatherman’ is portrayed as a loud, outgoing and confident character. Budweiser created this cool, hipster ‘weatherman’ as their poster boy for the campaign. The ‘Index Weatherman’ Scott Campbell was invented as the mascot for Budweiser Ice Cold beer.
Like Budweiser’s ‘Index Weatherman’, Old Spice brought out a new campaign in 2010 and introduced ‘The Man Your Man Could Smell Like’ as their new poster boy for the brand. This was a fake character, created by Old Spice to target a newer audience and expand their opportunities via social media. The success of this campaign drove sales by 60% (Cannes Creative Lions, 2012). After the success of Old Spice’s ‘The Man Your Man Could Smell Like’ ad, the brand wanted to connect with their fans on a social media level. To create an interactive experience, the ‘Response’ campaign was built in which the ‘Old Spice Man’ personally replied to his fans via the Old Spice YouTube channel (Cannes Creative Lions, 2012). Within a week, the videos had 52 million views from the public as the campaign sparked more buzz. As Old Spice drew in 60% of sales from the previous year, the Response campaign boosted sales by a 125% increase (Cannes Creative Lions, 2012). Old Spice used social media to boost awareness of their mascot, just as the Budweiser Ice Cold Index campaign did.
A study conducted by Tom, Clark, Elmer, Grech, Massetti and Sandhar (1992) explored the effects of a created spokesperson in advertisements and suggest that in order for the brand to differentiate from
Research was undertaken in order to explore who ‘Scott Campbell’ really is. It was discovered that in reality, he is an American tattoo artist/actor living in New York. In comparison to the ‘index weatherman’, the personalities of the two are completely different. From online research, the real Scott Campbell seems to be a relaxed, quiet sort of character, whereas the ‘index weatherman’ is portrayed as a loud, outgoing and confident character. Budweiser created this cool, hipster ‘weatherman’ as their poster boy for the campaign. The ‘Index Weatherman’ Scott Campbell was invented as the mascot for Budweiser Ice Cold beer.
Like Budweiser’s ‘Index Weatherman’, Old Spice brought out a new campaign in 2010 and introduced ‘The Man Your Man Could Smell Like’ as their new poster boy for the brand. This was a fake character, created by Old Spice to target a newer audience and expand their opportunities via social media. The success of this campaign drove sales by 60% (Cannes Creative Lions, 2012). After the success of Old Spice’s ‘The Man Your Man Could Smell Like’ ad, the brand wanted to connect with their fans on a social media level. To create an interactive experience, the ‘Response’ campaign was built in which the ‘Old Spice Man’ personally replied to his fans via the Old Spice YouTube channel (Cannes Creative Lions, 2012). Within a week, the videos had 52 million views from the public as the campaign sparked more buzz. As Old Spice drew in 60% of sales from the previous year, the Response campaign boosted sales by a 125% increase (Cannes Creative Lions, 2012). Old Spice used social media to boost awareness of their mascot, just as the Budweiser Ice Cold Index campaign did.
A study conducted by Tom, Clark, Elmer, Grech, Massetti and Sandhar (1992) explored the effects of a created spokesperson in advertisements and suggest that in order for the brand to differentiate from