Advertising and Marketing: Old Spice

Historical Background and Context

The Old Spice brand, owned by Procter & Gamble, has a long history, initially established in 1938 as a women’s fragrance before it transitioned to men’s products in 1939.
Its infamous reputation as a product for ‘older’ generation had been a burden for the brand to target younger demographics, prompting a significant change in their marketing strategy in the 2000s.

Campaign Overview

The ‘The Man Your Man Could Smell Like’ campaign, launched in 2010, was a groundbreaking viral marketing initiative that drastically changed the brand’s public image.
The campaign kick-started with a TV commercial, notable for its single direct-to-camera monologue delivered in a humorous tone by the actor Isaiah Mustafa.
The campaign further extended into a series of interactive social media activities, such as real-time video responses to fans’ comments and questions.

Message and Target Audience

The campaign’s primary target was younger male consumers and their female counterparts, who often influence men’s hygiene purchases.
The message is that Old Spice transforms an ‘average’ man into a desirable, charismatic figure, aiming to associate the brand with youth, vibrancy, and attractiveness.

Visual and Audio Elements

The campaign used a single-shot, continuous ‘no-cut’ filming technique for its commercials, creating a sense of surreal continuity.
The monologue delivered by Mustafa, filled with bold and exaggerated statements, became distinctively recognisable, contributing significantly to the campaign’s popularity.
The iconic whistle and drum beat jingle of Old Spice, which quickly became associated with the brand’s identity, was incorporated in the campaign materials.

Advertisement Techniques and Tactics

The campaign adeptly made use of humour and surrealism, evoking a sense of virality and shareability, crucial in boosting its visibility.
The interactivity of the campaign, particularly the video responses, leveraged the emerging influence of social media, enhancing engagement with consumers.
The campaign employed the technique of ‘branding’, using repeated visual and audible signals, such as the whistle and the tag line, to establish a strong brand identity.

Impact and Reception

The campaign was a massive success, leading to a significant increase in sales and drastically improving the brand’s reputation among the younger demographic.
The ad received several industry accolades, including an Emmy for Outstanding Commercial, highlighting its creative innovation.
It strongly influenced advertising strategies across the sector, setting a new bar for successful viral marketing and the incorporation of social media into advertising campaigns.

Analysis and Critique

The campaign has been praised for its audacious and innovative approach to traditional gender marketing, arguably contributing to a shift in the depiction of masculinity in advertising.
It has been labelled as reductive or simplistic by some critics, due to its overt focus on stereotyped, ‘ideal’ male characteristics.
Despite these criticisms, the effect of the campaign in reinvigorating the Old Spice brand is undeniable, offering valuable learnings in marketing transformations and brand overhauls.