Sunday, December 16, 2012
The Man Your Man Could Smell Like - Old Spice
The above Old Spice commercial is one of the most popular videos on YouTube with over 43 million views at the time of this posting. Isaiah Mustafa, also known as the old spice man, enjoyed great success in his role as the cooly urban and appetizing smell good salesman. It was an interesting strategy, to market body wash not to the intended user, but to the their spouse or significant other. Overall, it was a great decision. The majority of household purchases, including soaps, body washes, and deodorants are made by women. So while they many not be the user of the product, women are indeed the target market that old spice needed to look at.
Before this marketing re-invention, the 74 year old Old Spice brand was largely considered to be for an older generation. It lacked any modern polish and seemed out-dated. It is amazing what a single advertising campaign can do for a brand.