In September 2013 Old Spice brought its ‘The Man Your Man Could Smell Like’ campaign down under, re-launching the product In Australia by treating Australian viewers to their very own Old Spice TV commercial ‘ Special Address To The Nation’. Old Spice also brought with them the Old Spice guy himself, Isaiah Mustafa. Mustafa attended a product launch at ‘Wild Life Sydney Zoo’ wearing nothing but a white towel and a live snake around his neck symbolising the manly man and allowing fans to take photos (Marketing, 2013). The re-launch set out to develop a relationship with Australian consumers using public relations and publicity to build brand image. Overall ‘The Man Your Man Could Smell Like’ campaign showed that the use of IMC to build brand awareness is an extremely effective method. Wieden + Kennedy and Old Spice pushed the boundaries of digital marketing and created what is now a blueprint for digital marketing campaigns being developed throughout the world.
Marketing (2013) Marketingmag Available at: www.marketingmag.com.au/news/old-spice-brings-its-manly-scented-man-to-australia-for-local-re-launch-44657/#.U7EEHNxc9g0 (Accessed 9 July 2014)
Image & Video References
Display Image (2014) Newyork.cbslocal Available at: http://www.newyork.cbslocal.com/?attachment_id=810796 (Accessed 9 July 2014)
Old Spice. 2013. Old Spice Australia & New Zealand. Available: https://www.youtube.com/watch?v=0tgiVLva38M (Accessed 12 July 2014).