1. Old Spice
“The Man Your Man Can Smell Like”
Austin Frantz – Jason Liddell – Benjamin Patterson

2. Purpose
 Viral campaign launched to market Old Spice's Red Zone
After Hours Body Wash
 Other Old Spice products were the focus for additional
advertisements after the success of the initial campaign

3.  Old Spice revolved their campaign around Isaiah
Mustafa, or “Old Spice Man”, to garner consumers‟
attention and deliver brand recognition
 The various commercial spots also informed viewers
about the benefits of using Old Spice
products, albeit in jest
 Although males are the product‟s targeted
demographic, females were a central focus for the
campaign as they are more apt to making
household hygiene purchases
Objectives
Campaign Mission

4. Tactics
 The campaign, starring „The Most Interesting Man in the World 2.0‟ Isaiah
Mustafa, launched in February 2010 and centered around the theme “The Man
Your Man Could Smell Like.”
 The first 30-second commercial features Mustafa on a horse speaking rapidly to
viewers about the endless possibilities men can achieve by using Old
Spice, concluding with “I‟m on a horse.” A 15-second spot reveals that Mustafa is
actually riding the horse backwards.
 The next series of commercials followed a single-shot format like the first, expect
Mustafa transitions from the beach to other locations. Female viewers are asked
rhetorical question that imply if their men use Old Spice they can bring them
whatever they want.
 An additional commercial set that aired in early 2011 kept a similar theme as the
first two series. However, other scents in the product line were advertised in these
clips.

5. Social Media Outlets
Twitter response video Behind the scenes
http://www.youtube.com/wat https://www.youtube.com/w
ch?v=16QayksWEJo&feature= atch?feature=player_embed
channel&list=UL ded&v=kHCDajKs17E

6.  Earned media for the campaign
soared, generating coverage from
nearly every media and news outlet
across the country
Results  Old Spice‟s YouTube channel
reported more than 11 million views
 According to Nielsen, body wash and 160,000 subscribers
sales increased 55% in the first three
months following the first  “Old Spice Guy” created 180+
commercial, and over 107% around
the time the response videos started personalized videos, which tallied
showing almost 6 million views and over
 Individual products that slipped in 22,000 comments
sales flourished after Mustafa
displayed them in ads

7. Drawbacks
 High costs for the video  Two months after Old Spice
productions, the actor, the bombarded Twitter, there
team tracking Old Spice were only 23 tweets from
mentions, the writers etc. their account. None of
them were interactions with
 Multimillion dollar TV ad buy actual consumers who used
the brand
 Old Spice spent $11.4 million
in advertising in the first  Missed on opportunity to
quarter of 2010, compared create long-term
to the $7.5 million spent relationships with consumers
total in 2009

8. Did it work?
Evaluation  Old Spice became the number
one all-time most viewed
 The campaign received branded channel on YouTube
overwhelmingly positive
reviews
 Over 40 million YouTube views in
12 months
 Content was
funny, exciting, and engaging
 Twitter increase = 2700%
 Everyone had the opportunity
to interact with Old Spice, and  Facebook interaction = 800%
specifically Mustafa –
bloggers, tweeters, celebrities,  Old Spice traffic = 300%
etc.
 Parodied on Sesame Street and
 Created a highly recognizable iCarly
brand identity

9. Sources
 http://en.wikipedia.org/wiki/The_Man_
Your_Man_Could_Smell_Like
 http://www.fastcompany.com/173701
0/old-spice-man-marketing-redux-
what-went-right-and-what-did-not
 http://mashable.com/2010/07/15/old-
spice-stats/
 http://www.youtube.com/user/OldSpi
ce