Old Spice

Improving More Lives with More P&G Brands

Old Spice

Improving More Lives with More P&G Brands

Guys aren’t impressed with body washes and deodorants that make them smell like fruit and flowers. And women—who purchase 60% of these products for them—don’t want them to smell that way either. Old Spice had the products guys wanted—and that women wanted for their guys. But getting their attention was anything but easy. Until we discovered a big idea: “Hello, ladies!”

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KENYATA MARTIN, MAURICIO O’CONNELL and JAMES MOORHEAD of the Old Spice brand team share the thinking behind the Old Spice “Smell Like a Man, Man” campaign. Its success began with a genuine dialogue between the brand and the consumer.

Old Spice created the “Smell Like a Man, Man” campaign—a movement that would catapult the brand onto the social media stage and earn unprecedented acclaim and business results. The brand cast Isaiah Mustafa as a charismatic and suave character to convince both men and women to choose the manly scent of Old Spice body wash and deodorant over “lady scented” brands.

The campaign first launched in North America in February 2010, just before the Super Bowl. Since its launch, it has generated 33 million YouTube views and 4 billion total impressions. Within 3 months of the campaign’s first appearance, volume of Old Spice body wash shot up by 40%, and is now at an all-time high for the brand. The success in North America is being transported to other parts of the world.

In addition to improving the everyday lives of guys who are navigating through the seas of manhood, the “Smell Like a Man, Man” campaign has gained global recognition, winning more awards than any single P&G brand campaign in history at the 2011 Cannes Lions International Festival of Creativity. The business results are equally impressive, with double-digit global sales growth and continued strong share growth over the past year.

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Old Spice has been helping men navigate the seas of manhood for more than 70 years.