The man your man could smell like was created to do just that. It was first targeted to women, with the mens product being released before christmas. The recordbreaking granted the client and the agency into the guinness book of records the film titled o filme infinito endless commercial features the participation of actor and brand ambassador terry crews and promises to make lots of laughs from viewers. Although the book is easy to read and understand, it also challenged me as i learned new things and prompted me to further research some subject matter that.
Wikipedia offers, the shulton company, original producer of old spice, was founded in 1934 by william lightfoot schultz. Old spice is a line of products involving body washes, deodorant and bodys sprays for men. Actor and old spice ambassador terry crews is also included, with a miniature terry spraying the deodorant onto the fullsize version. Old spice case study zones of social media marketing. Within 30 days of the launch of the campaign, old spice saw over 40 million views on youtube, and a 107% increase in body wash sales. Old spices campaign set the bar for the kind of social media campaigns that can be launched and since, several brands, such as cisco, have unsuccessfully tried to imitate the campaign. To detail the history of shulton, interestingly, old spice was a womans fragrance in the beginning. However, despite its many years of success, the company encountered serious branding problems following the turn of the millennium. Isaiah amir mustafa born february 11, 1974 is an american actor and former american football wide receiver.
The first part of the essay will explain about the brand old spice and the stiff competition it faced which resulted in old spice having to change their brand image. The man your man could smell like campaign completely transformed their brand image. The success of the old spice campaign inspired many businesses to crib. Axe entered the market with a raunchy campaign, the brand began to lose share. It started with a single commercial in which mustafa a. Theyve had a slew of highly recognizable, entertaining and popular marketing campaigns centering on. Old spice antiperspirant, deodorant, body wash, hair and beard care. Guy former nfl wide receiver isaiah mustafa launched just prior to. Old spice response campaign was more popular than obama. Engagement marketing strategy old spice manly man campaign. How could we provoke a conversation between couples. If there was a defining moment when advertisers started to get a proper handle on social media marketing, it was when an examerican football star called isaiah mustafa was drafted in to save old spice from oblivion. Ad age published an article that begins old spice fades into history. Old spice and old spice has transformed their image thanks to.
The recordbreaking granted the client and the agency into the guinness book of records. Before this immensely successful marketing campaign old spices influencer marketing history was minimal, leaving the brand to be considered a brand for old men. Old spice is an american brand of male grooming products encompassing deodorants and antiperspirants, shampoos, body washes, and soaps. In this excerpt from his new book the thank you economy, author gary. Old spice original shulton company cologne a fragrance. It was first targeted to women, with the mens product being released before. History of old spice the first old spice product, called early american old spice for women, was introduced in 1937, closely followed by old spice for men in 1938. The stats show that old spices the man your man could smell like campaign was the fastest growing interactive campaign in history. What can old spice teach us about effective marketing. The history of influencer marketing grin influencer. This essay aims to analyse the 2010 old spice campaign which began with the release of the man your man could smell like commercial and finishing with the interactive response campaign. This mini educational video overviews the components in the manly man program and the excellent way old spice uses multimedia to connect and activate its target market. Old spice high endurance original scent mens deodorant, 2.
The campaign was initially launched to market old spices red zone after hours body wash, but has. The man your man could smell like is a 2010 ad campaign for old spicebrand male hygiene products starring exnfl player isaiah mustafa. Advertising the old spice ad campaign essay 1769 words. Smell like a man, man is a television advertising campaign in the united states created by ad. We make a ton of great things designed for men, loved by everyone. Explore the depths of the human experience through what were pretty sure is the first novelization of a real nfl game that happened two weeks ago. Old spice has 80 years of experience helping guys improve their mansmells with deodorant, bodywash, antiperspirant and fragrances. Marketing campaign success old spice transformation. The genius of old spices viral marketing campaign the atlantic. Old spice, the worlds best selling mens fragrance, was originally a perfume for women. The campaign was initially launched to market old spices red zone after hours body wash, but has subsequently been. For several years old spice has seemed to do everything right when it comes to advertising. The man your man could smell like original commercial. Ventured, the brand of deodorants, aired the film for 14 hours at woohoo channel, becoming longest campaign in television history.
Responses is one of the fastestgrowing online video campaigns of all time. Old spices inceptionstyle tv ad is the longest ever at. But as the category grew, lots of brands tried to get a piece of the pie. The old spice campaign case study linkedin slideshare. The appeal of the old spice man commercials essay 895.
Spice is a well researched and well written book of how spice affected the world through the ages covering fact, myth, legend, religion, politics, trade discovery, eating habits and more. The manbook articulated the principles behind the old spice brand for the. Old spice launches the longest commercial in history youtube. The campaign would give old spice an opportunity to both expand their product line and reserve a larger market share. Well we guess you could, but you probably shouldnt. Old spice showed an attractive man telling the female audience that their man could smell like him if he uses old spice. Old spices newest campaign featuring the handsome, witty and chiselchested old spice. This campaign collected more than 40 million views and as old spice became the first brand have the most viewed channel on youtube.
It covers a range of mens grooming products, with its antiperspirants and body washes being among the most popular. Old spice launches the longest commercial in history. Tech writers explain the overnight success of old spices social media. Dating back to 1937, old spice is a brand with a long and venerable history. After the success of this campaign, a response campaign was released by old spice which consisted of 186 videos featuring isaiah talking with fans and celebrities about the brand. He is also known for portraying luke garroway on freeforms fantasy series shadowhunters and adult mike hanlon in it chapter two. Old spice historical advertisement courtesy of flickr user brian bennett. The real reasons behind the viral success of old spice. And, as noted, the first old spice product was a fragrance called early american old spice for women, introduced in 1937. Taking womens preold spice consumer behavior purchasing only one ladyscented body wash for both individuals into consideration, it is likely that women would buy just one body wash instead of two if they had an incentive to do so.
The research conducted in march showed that, in spite of the fact that all the ads had an online presence, there was a direct correlation between the paid media support an ad received and the number. Old spice original by shulton company is a oriental spicy fragrance for men. The great gatsby good advertisements, old spice, best. In 1934, william lightfoot shultz founded the shulton company and, in 1937, he created early american old spice based on his memory of his mothers rose jar, which held a combination of. Top notes are nutmeg, lemon, orange, star anise and aldehydes. Why old spice continues to dominate viral marketing. The point of it is more than just bringing two guys together. A critical mass of of viewers is required if a viral campaign is to take off, and that is the second factor that worked for the old spice campaign.
Its the first time in history that weve had both isaiah and terry together, said john sebastian, marketing director for old spice. Old spice launches the longest commercial in history marketing. Research the old spice advertising campaign the man your man. Though their video ads are better known, this print ad captures the wackiness of their advertising. The campaign is also commonly referred to as the man your man could smell like, being the title of the campaigns initial 30second commercial. Terry crews and isaiah mustafa are now battling for the. Old spice the man your man could smell like the old spice line of products was created in 1938 and was manufactured by the shulton company that was founded in 1934 by william lightfoot schultz.
The old spice products were manufactured by the shulton company that was founded in 1934 by william lightfoot schultz. The man your man could smell like advertising tv tropes. One simply cannot talk about creative advertising without bringing up old spice. Old spice has produced a 14hour tv commercial which is also running for the rest of time online. Old spices inceptionstyle tv ad is the longest ever at 14 hours. The genius of old spices viral marketing campaign the. Old spices newest campaign featuring the handsome, witty and chiselchested old spice guy former nfl wide receiver isaiah mustafa launched just prior to the 2010 superbowl and. The film titled o filme infinito endless commercial.