Is your boyfriend starting to smell like your grandpa?

August 6, 2010


I must admit, I don’t really even know what Old Spice smells like. I don’t even really know what it is. What is it anyway? Is it a men’s cologne or more like a men’s toner with a kick of smell-good? All I can really remember about Old Spice are the gift box sets that always seemed to appear around Christmas time, but I cannot say that I ever remember any guy in my life (whether boyfriend, brother, uncle or dad) ever mentioning the product — ever. I mean, aftershave and especially Old Spice, is not at all a sexy product. Until now that is.

Apparently the new marketing strategy introduced by Wieden + Kennedy, marketing agency for Old Spice, has resulted in sales increase of 107% in the past few months. How did the marketers of this dusty, antiquated brand bring it full force into the modern mainstream again? A very simple formula, really.

A great concept + a fully integrated marketing strategy + a flawless social media strategy to complement the advertising = an unbelievable success story for the Old Spice brand.

Women love this campaign because it’s funny and charming. Men tend to love the things that women love, especially if they think it will increase their own “charming-ness” with said women. Marshall Kirkpatrick of ReadWriteWeb shares the story of how these brand strategists took the social web by storm in one day.

So, if your boyfriend is starting to make you feel, well, a little nostalgic for the old days, blame it on some really brilliant creative people and a flawlessly executed traditional/online strategy. If you’d like to brag a little about your own branding story sometime in the future, call the brilliant creative professionals at BBR.