Case Study on Old Spice

Case Study on Old Spice: "Smell Like a Man, Man" Campaign – A Viral Marketing Campaign

Old Spice, a brand founded in 1937, was once synonymous with mature men, often associated with fathers and grandfathers. By the late 2000s, however, the brand was in decline, failing to resonate with a younger, modern audience. To revitalize its image, Old Spice launched a daring and humorous campaign called “Smell Like a Man, Man” in 2010. The campaign not only targeted a younger demographic but also reshaped the brand’s identity, creating a viral sensation that redefined marketing in the digital age. Let’s deep dive into the case study on Old Spice – how the campaign transformed the brand image.

The Problem: A Brand Struggling to Stay Relevant

Old Spice, known for its aftershave lotions and colognes, found itself in a tough spot in the early 2000s. Younger consumers, particularly millennial men, viewed the brand as outdated and irrelevant. Competitors like Axe were more popular with younger men, dominating the market with edgier, youth-focused advertising.

Old Spice’s challenge: reinvent itself to appeal to the younger, more digitally-savvy demographic without alienating its core customers. The brand needed a fresh, bold marketing strategy that could make Old Spice relevant in a crowded marketplace.

The Solution: "Smell Like a Man, Man" Campaign

To rejuvenate the brand, Old Spice teamed up with the ad agency Wieden+Kennedy, known for their innovative and creative approach to advertising. They came up with the “Smell Like a Man, Man” campaign, which focused on turning Old Spice body washes and deodorants into products that appealed to both men and women.

Target audience: The campaign targeted both men, who would purchase the product, and women, who often made purchasing decisions for household personal care items. The idea was to position Old Spice as the fragrance of a “real man,” appealing to both genders with Humor and charm.

The Face of the Campaign: Isaiah Mustafa

The actor Isaiah Mustafa, who played the role of the “Old Spice Guy.”, witty, and slightly absurd, constantly appearing in surreal, fast-paced situations that were humorous and memorable.

In the iconic launch commercial, Mustafa addresses the female viewers directly with the now-famous opening line: “Hello, ladies. Look at your man, now back to me, now back at your man, now back to me. Sadly, he isn’t me…”

The ad cleverly juxtaposed traditional masculinity with over-the-top Humor, making it entertaining for both men and women.

The Digital Approach: Viral Success and Social Media Mastery

What made the campaign revolutionary was not just the ad itself but the way Old Spice leveraged digital platforms to engage audiences. The commercial debuted during the Super Bowl in 2010 but quickly exploded on YouTube, Facebook, and Twitter.

Within 24 hours 6 million views reached on You Tube. It went viral almost instantly, thanks to the highly shareable nature of its content. By the end of the first week, it had amassed more than 20 million views.

But Old Spice didn’t stop at just one viral video. They launched a series of follow-up videos called “The Response Campaign,” where Isaiah Mustafa responded to real-time tweets and social media messages from fans, celebrities, and influencers. This direct interaction made the campaign feel personal and dynamic, increasing its reach and engagement.

Key Data Points:

Over 105 million views on YouTube within the first six months.
The Old Spice YouTube channel became the #1 most subscribed brand channel.
A 125% increase in sales within six months of the campaign’s launch.
Old Spice body wash sales doubled, and in some cases, tripled during the campaign’s peak.

How Humor and Relatability Changed the Game

One of the key reasons the “Smell Like a Man, Man” campaign was so successful was its use of Humor. The ads didn’t take themselves too seriously, and the over-the-top masculinity combined with absurd situations made them entertaining to a wide audience.

The campaign also resonated with a younger demographic by breaking traditional advertising norms. Instead of promoting features like scent profiles or ingredients, the ads sold a lifestyle—a tongue-in-cheek ideal of what it means to be a man, with the product simply adding to that persona.

Old Spice’s strategy was particularly effective because it:

Appealed to both men and women: Women loved the Humor and charm, while men aspired to be like the confident “Old Spice Guy.”
Used interactive content: By responding directly to fans on social media, Old Spice created a sense of intimacy and engagement with its audience.
Went viral quickly: The Humor and unique style of the videos made them highly shareable, ensuring that the brand reached far beyond traditional TV audiences.

Results and Long-Term Impact on Old Spice

The campaign wasn’t just a short-term win; it revitalized Old Spice’s entire brand image. It brought the brand out of the doldrums and into the forefront of popular culture, making it appealing to younger generations who previously had no connection with it.

Sales Growth:

By the end of the campaign, Old Spice saw a 107% increase in sales for its body wash line.
Old Spice’s social media presence skyrocketed, with a significant growth in followers across platforms like Facebook and Twitter.

Brand Awareness:

The campaign became a cultural phenomenon, with numerous parodies, memes, and mentions in pop culture. Celebrities like Alyssa Milano and tech icons like Aston Kutcher engaged with the campaign, further amplifying its reach.
Global recognition: The campaign transcended its American roots, making Old Spice a globally recognized brand, especially among younger audiences.

Conclusion: Old Spice viral marketing campaign analysis

The “Smell Like a Man, Man” campaign wasn’t just a commercial—it was a cultural reset for Old Spice. By embracing Humor, breaking away from traditional advertising, and using social media to connect directly with its audience, Old Spice not only rebranded itself but also set a new standard for how companies engage with modern consumers.

This campaign proves that in today’s digital world, brands can win by being bold, funny, and ready to engage with their audience in real time. Old Spice transformed its image, increased sales, and became an example of how a traditional brand can find relevance again with the right marketing strategy.

Case Study on Old Spice