Objectives

• Revitalize the Brand: Old Spice sought to modernize its brand image and appeal to a younger demographic, moving away from its association with older generations.
• Increase Sales: The primary goal was to boost sales of Old Spice products, particularly body washes, by capturing the attention of both male and female consumers.
• Enhance Social Media Presence: Old Spice aimed to leverage social media platforms to engage with its audience in a direct, interactive manner, creating buzz and fostering brand loyalty.
• Shift Market Perception: The campaign intended to reposition Old Spice as a contemporary, relevant brand in the highly competitive men’s grooming market.

Strategy

1. Humor and Creativity

   • Unique Concept: The campaign was built around the humorous premise of presenting an idealized, over-the-top masculine figure—the “man your man could smell like.” The ads humorously suggested that using Old Spice products could transform any man into this ideal.
   • Witty Script and Fast-Paced Delivery: The commercials were characterized by rapid-fire delivery of clever lines, unexpected transitions, and surreal visuals, all delivered by Mustafa’s charismatic and deadpan performance. This approach captured viewers’ attention and made the ads memorable.
   • Appeal to Both Genders: While the products were aimed at men, the ads cleverly targeted women as well, suggesting they could buy Old Spice for their partners. This dual appeal expanded the campaign’s reach.

2. Viral Video Content

   • Television and Digital Advertising: The campaign began with a commercial that aired during the Super Bowl, instantly reaching millions of viewers. The ad quickly became a viral sensation on YouTube, racking up millions of views.
   • Interactive Social Media Campaign: Old Spice took the campaign to the next level by launching an interactive social media blitz. Isaiah Mustafa, in character as the Old Spice Guy, responded to fan questions and comments on platforms like Twitter, YouTube, and Facebook. These personalized video responses further engaged the audience and generated significant buzz.
   • Real-Time Content Creation: The Old Spice team produced over 180 personalized video responses in just two days, responding to celebrities, influencers, and everyday fans. This real-time engagement strategy was groundbreaking and played a critical role in the campaign’s virality.

3. Brand Reinvention

   • Modernizing the Brand: The campaign was a deliberate effort to shift Old Spice’s image from being seen as an “old-fashioned” brand to a modern, cool, and humorous one. This was achieved not only through the ads but also through the overall tone and style of the campaign.
   • Product Positioning: By associating Old Spice products with the confident, humorous persona of the Old Spice Guy, the brand positioned its body washes and deodorants as essential for any man who wanted to embody these qualities.

Results

• Sales Surge: The campaign had an immediate and significant impact on sales. Old Spice reported that within six months of the campaign’s launch, sales of its body wash products had increased by 125%. Some retailers reported a 60% increase in sales in just a few months.
• Massive Online Engagement: The campaign became a viral hit, with the original commercial amassing over 55 million views on YouTube. The personalized response videos generated millions more, with fans eagerly sharing the content across social media platforms.
• Cultural Impact: The Old Spice Guy became a cultural icon, with references to the campaign appearing in various forms of media. The catchphrase “I’m on a horse” and the overall style of the ads were widely parodied and celebrated.
• Brand Rejuvenation: The campaign successfully rejuvenated Old Spice’s image, making it relevant to a younger, more diverse audience. It also demonstrated the power of humor and creativity in marketing, setting a new standard for the industry.
• Awards and Recognition: The campaign received numerous awards, including a Grand Prix at the Cannes Lions International Advertising Festival, further cementing its status as one of the most successful advertising campaigns of the decade.

Key Takeaways

• Humor as a Tool for Engagement: The use of humor was central to the campaign’s success. By creating content that was genuinely entertaining, Old Spice was able to capture the attention of a broad audience and encourage sharing and engagement.
• Innovative Use of Social Media: The interactive aspect of the campaign, particularly the real-time video responses, was groundbreaking. It demonstrated the power of social media as a platform for direct, personalized engagement with consumers.
• Effective Brand Reinvention: The campaign is a textbook example of how a brand can successfully reinvent itself through a well-executed marketing strategy. Old Spice was able to shed its outdated image and reposition itself as a relevant and modern brand.
• Viral Marketing Done Right: The campaign’s viral success was no accident—it was the result of a carefully crafted strategy that combined humor, creativity, and innovative use of digital platforms. The rapid spread of the content was a testament to its appeal and the effectiveness of the campaign’s execution.

Old Spice’s ‘The Man Your Man Could Smell Like’ campaign remains a standout example of how humor and virality can be harnessed to create a powerful marketing campaign that resonates with a wide audience, drives sales, and redefines a brand’s image.