Old Spice – The Man Your Man Could Smell Like
Old Spice, a male grooming brand from P&G, just launched a new video with focus on women. Instead of of telling men how to smell, Old Spice tells women how their man could smell like. Or as they claim: We’re not saying this body wash will make your man smell into a romantic millionaire jet fighter pilot, but we are insinuating it.
The male grooming market has been increasing at double digit growth rates over the last decade in the US. The economic downturn has tempered optimism but the men’s beauty market remains one of the best performing segments in the personal care sector, according to report by Diagonal Reports.
Old Spice knows this and not only activates men, but also women.
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Never thought that even the male grooming market had his space in social media! heheh apparently it does! Good set of ads! a lot of imagination out there!
Yeah, its always a subject with fun, but at the same time male grooming is becoming more and more a bigger business. Old Spice knows this.
Old Spice… I remember years ago my dad used it. I always have the image of old people when I think of OS, but now I might buy a bottle today. I like the ad but wonder if it will turn OS’s image around.
I agree with Niels – they have an old man image. Which suits these ads, as the insights that inspired them have been used for years.
Brands such as Axe and Andrelon have used the “guy using his girlfriend’s shampoo/shower gel” routine before.
And with much better execution: http://reclamewereld.blog.nl/campagne/2008/09/17/axe-shower-gel
The ads for Old Spice are not bad, but like Niels I fear this may not be enough to turn the brand around.
Just watched this spot with some friends some work and we all really enjoyed it.
Do you know which agency created it?
Wieden + Kenneday
Kennedy… my bad
The only thing that impresses me by old spice is the advertisements. It’s creative, and I think that they’re doing something right when it comes to changing the focus to women. Women will notice, and so will men
ahahah true! Gotta agree with Jens on that!
One could argue if it is a “bad” thing Old Spice reminds people of for instance their father or even grandfather
I also believe it is a nice angle from Old Spice to involve women. Which man doesn’t want to be liked by the girl(s).
@Jake, I have not found out yet. If I will, I’ll let you know.
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