The Old Spice ‘The Man Your Man Could Smell Like’ campaign developed into one of the most successful digital marketing campaigns ever. The campaign was integrated across multiple media channels including TV, print, online and most effectively, social media. The TV and online ads introduced consumers to ex NFL wide receiver Isaiah Mustafa, an aspirational character embodying the perfect man (Bardsley, 2010).
“Hello Rioters. Look at your friend, now back to me. Now at your friend, now back to me. Sadly, he isn’t me, but if he stopped using petrol bombs and started using job centre, he could potentially be me. Look down, back up. Where are we? You’re at an interview with the man your friend could work for. What’s in your hand? Back at me. I have it. It’s an application form to that job you need. Look again. The form is now money. Anything is possible when you get a job and stop looting. I’m on a horse” (Mediameasurement, 2012).
The advertisement delivers a quick, quirky and clear message, breaking through noise and clutter and being easily received by consumers (Bardsley, 2010). The print ads created by Wieden + Kennedy for the campaign sent consumers a visual message portraying a humorous tone. One advertisement shows Isaiah Mustafa covered in sand and palm trees representing the exoticness of Fiji, in the other, Mustafa is covered in snow symbolising the Ice Mountain, Matterhorn wearing nothing but his cheeky grin (Figure 2, 3). The TV and print media delivered on a SMART goal set by Wieden + Kennedy, which was tremendously effective. ‘The Man Your Man Could Smell Like’ campaign was most effective online and over social media, receiving over 20 million views in just 3 days (Fernandez, 2011).
G, Bardsley (2010) Imediaconnection Available at: www.imediaconnection.com/content/27504.asp#multiview (Accessed 5 July 2014)
J, Fernandez (2011) Marketingweek Available at: www.marketingweek.co.uk/how-the-old-spice-hunk-took-over-the-world/3030137.article (Accessed 5 July 2014)
Mediameasurement (2012) Mediameasurement Available at: www.mediameasurement.com/old-spice-demonstrates-just-what-it-takes-to-launch-a-successful-social-media-campaign/ (Accessed 5 July 2014)
Display Image (N.D) Dailydesigninspiration Available at: http://www.dailydesigninspiration.com/advertisements/wieden-kennedy/old-spice-komodo/ (Accessed 5 July 2014)
Figure 2 (2011) Coloribus Available at: http://www.coloribus.com/adsarchive/prints/old-spice-body-wash-fiji-14503255/ (Accessed 5 July 2014)
Figure 3 (2011) Coloribus Available at: http://www.coloribus.com/adsarchive/prints/old-spice-body-wash-matterhorn-14503205/ (Accessed 5 July 2014)