The Man Your Man Could Smell Like Campaign

By: Kelsey Hinchliffe and Jaimie Olson

The Client Owned by Procter & Gamble

Fortune 500 company founded in 1837

Produces 3 categories of consumer goods Beauty Household Health

Other brands include Olay, Gillette, Crest, Tampax, Dawn, Charmin Febreeze

The Client OLD SPICEFirst product was for women

introduced in 1937

Men’s products followed in 1938

Offers shaving cream, aftershave, deodorant, body wash, and body spray

Known for its sailing theme and red product packaging.

The Agency

Wieden + KennedyFounded in 1982 by Dan Wieden

and David Kennedy

8 offices all around the world (Portland, Amsterdam, Tokyo, etc.)

Clients include Nike, Coke, ESPN, Honda, Microsoft, Miller Brewing, Old Spice

Website

ResearchConsumer Surveys: male body wash is usually purchased by women (Bradley)

Women purchase about 70% of all male toiletry products

Body wash strikes the majority of men as unmanly

The Problem

How can Old Spice market body wash to female purchasers and at the same time make it seem more masculine and appealing than a bar of soap to their male target consumers?

Competitive

Environment

Biggest rival is Axe (Newman) (West)Also makes male grooming

productsOwned by Unilever

Axe spent $30 million in advertising in 2009 while Old Spice only spent $7.5 million

Axe campaigns tend to be over the top and have ordinary men that suddenly become sexy to women that have a great deal of sex appeal

Objectives“Start a dialogue between men and

women and boyfriends and girlfriends”

Beat out Axe as the leading seller of body wash to men all across the nation

Embrace social networking as a way of engaging customers

Combine both feminine and masculine appeal in their advertisements

ObjectivesMake the objectives quantifiable and add

a deadline

EXAMPLE: By the end of 2010 increase sales of Old Spice Body Wash by 15%.

EXAMPLE: By the end of 2010, Old Spice must lead Axe in body wash sales by 10%.

EXAMPLE: In the next consumer survey, 50% of all men must have a favorabe view of Old Spice Body Wash.

Target Audience

Men ages 18 to 34

Women with boyfriends or husbands or children in that age range that are purchasing the products (Parpis)

Strategy Maintain heritage of the brand

(seafaring theme) but repackage it with a satirical twist

Stress the masculinity of the brand

Make people feel personally invested in the brand (Bowen)

Tactics

TV Commercials

Cinema Ads

Facebook

Twitter

YouTube

Online Banner Ads

Website

Downloads

Merchandise

Earned Media

CAMPAIGN COST: $11.4 Million (Hallerman)

Tactics

Tactics

Old Spice WebsiteFacebookTwitterYouTubeOprah Show (Hartstein)

Evaluation In less than 3 days, 5.2 million views on

YouTubeTwitter followers grew from 3,000 to

90,000Facebook fans 675,000 (interaction

climbing by 800%)1 billion media impressionsW+K won Emmy for outstanding

commercial (Axon)Sesame Street Parody (Worsham)

EvaluationNielsen Data

Old Spice Body Wash sales up 11% in last 12 months

Old Spice Body Wash sales up 27% in last 6 months

Old Spice Body Wash sales up 55% in last 3 months

Old Spice Body Wash sales up 107% in the last month (Parpis)

Theories

Framing Theory

Two Step Flow

Strengths &

Weaknesses

StrengthsEmbraced social

mediaVery memorable

commercialsMade consumers a

part of the campaign

WeaknessesSome considered it

too redundantFake characters in

social media