Old Spice is a brand that has been around for decades, and has undergone several transformations over the years. However, there is one marketing campaign that stands out above the rest: “The Man Your Man Could Smell Like.”
The campaign was launched in 2010 and immediately went viral. It featured actor Isaiah Mustafa, who spoke directly to the camera in a humorous and over-the-top manner. The ads were full of absurdity and hyperbole, showcasing Mustafa in a variety of humorous and outrageous situations. The message was clear: Old Spice was not just the choice for older men, but was also a product for young, modern, and adventurous men.
The success of the campaign was due in large part to its humor, which was relatable to a broad spectrum of consumers. The humor was not offensive, but rather charming and clever, making viewers want to share it with others. The campaign was so popular that it even spawned a series of viral videos, including one where Mustafa answered questions from fans on YouTube.
“The Man Your Man Could Smell Like” was not only a commercial hit, but also won several awards, including the Cannes Grand Prix and the EFFIE Award for marketing effectiveness. It was able to increase the sales of Old Spice products by up to 107% in a short amount of time.
So, what lessons can be learned from the success of the “The Man Your Man Could Smell Like” campaign?
Here are a few:
1. Humor is a powerful tool: Humor is a universal language, and when done right, it can make your brand memorable and relatable to consumers. By using humor, Old Spice was able to tap into a broad audience range, from young to old, male and female.
2. Engage with your audience: Old Spice went beyond just airing commercials on television. They made use of social media platforms like Twitter and YouTube, and even enlisted Mustafa to answer live questions from fans on Twitter. The engagement helped to build a strong relationship between the brand and its consumers, promoting loyalty, and increasing brand recognition.
3. Be creative: The campaign was highly creative, showcasing Mustafa in different settings and situations, all while still promoting the product. Creativity turns heads, and this campaign was no different. It was so unique and out-of-the-box that it captured the attention of viewers and ensured that they would remember the Old Spice brand.
In conclusion, “The Man Your Man Could Smell Like” campaign was a brilliant marketing move by Old Spice. It was funny, creative, and highly effective. It demonstrated the power of humor, engagement with the audience, and creativity, which are elements that all marketers should consider in their campaigns.
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