Old Spice Guys Battle: Mano A Mano In El Baño
Mano a Mano in El Baño. Together in a bath. What Old Spice has done in the last weeks was great, I have to admit I enjoyed the videos and the whole campaign a lot.
The “fight” for the crown between the Old Old Spice Guy Isaiah Mustafa and not so appealing Fabio through reactions on tweets, news articles and so on made it really an interactive conversation.
Some stated that it was not such an original idea for a popularity contest and also that the winner was know from the beginning, plus it was attempt to refresh the already 18 month-old “The Man Your Man Could Smell Like” campaign.
When looking at this campaign it’s important to say that Old Spice understood how to extend the story which originally started on television and connect it.
Moreover, continued the story – here’s Old Spice Guy, than comes the “wannabe” new Old Spice Guy Fabio and the challenge starts.
Of course there were several weird looking commercials featuring Fabio before the challenge was accepted by old Old Spice Guy itself started.
As social as this campaign could have been, engaging through various platforms for fans, consumers and prospects.
The two twitter accounts of Fabio and Mustafa were part of the battleground and both of them answered some of the questions/remarks/notes of users on their twitter account and also on YouTube channels through short videos.
And some key learnings for others? Even if the original idea of the campaign is becoming old, there are always ways to refresh it. Next, the simplest idea works the best. Even though the duel may seem old-fashioned, it still works as people like to see challenges, moreover enjoy if they can influence the results.
Sources: entrepreneur.com, mashable.com
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I love the old spice approach. Big example of how many other brands could do it.
However, how hip, hot and happening old spice’s engagement campaigns can be, would you buy it or still think: that’s smell is for the oldies among us?
I never understood why old spice is not really re-branding itself towards a brand for men 18-35.
Now we probably love to engage with the brand, but will we ever buy it?
Cheers
Igor
The impact of this campaign on sales is discussed here – http://adage.com/article/viral-video-charts/spice-killing-youtube-sales/229080/
They were clever enough to realise that funny ads alone would never make people buy an outdated brand, so the strategy with coupons was perfect.
Especially now it seems the videos without coupons have nowhere the same impact on sales.
@Daan
Very nice article and smart approach. Thanks for sharing.
Still waiting for smart re-positioning viral videos from Old Spice though..
That could go well hand-in-hand with a coupon too: Don’t believe us? Try it now with this coupon
Cheers
I don’t perceive Old Spice as a brand for oldies, even though some does, but that’s personal ofc.
Then of course one point of view is fresh and engaging ads/communication, the other is sales…will see as there isn’t always a prompt reaction.
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