Campaign: ‘Smell Like a Man’
Brand: Old Spice
Agency: Wieden+Kennedy
Why the campaign rocks:
The Old Spice ‘Smell Like a Man’ campaign was a game-changer in advertising strategy, particularly in the men’s cosmetics market. It ingeniously leveraged the insight that 60% of men’s body wash purchases are made by women, effectively targeting a previously underexploited aspect of consumer buying behavior. The campaign’s success was amplified by the charismatic delivery of its iconic script by a confident, appealing spokesperson. His lines, ‘Hello, ladies, look at your man, now back to me…,’ not only captured attention but also cleverly involved the viewer in a narrative that made Old Spice synonymous with masculine allure and humor.
This campaign is a stellar example of how creative storytelling, combined with a deep understanding of market dynamics, can revolutionise a brand’s image and set new standards in the advertising industry. It’s a testament to the power of innovative marketing in transforming the narrative in men’s grooming and capturing a significant market share.