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Old Spice
"The Man Your Man Could Smell Like"

RAN IN: United States

CLIENT
Procter & Gamble

James Moorhead, Brand Manager
George Felix, Assistant Brand Manager

AGENCY
Wieden+Kennedy *Lead Agency

Britton Taylor, Strategic Planning Director
Jessica Monsey, Global Account Director
Dean McBeth, Senior Digital Strategist / Community Manager
Diana Gonzalez, Account Supervisor
Michael Dalton, Management Supervisor
Eric Baldwin, Creative Director
Jason Bagley, Creative Director


Paine PR

Courtney Perry, Managing Director


Landor


SUMMARY

Old Spice needed to defend its turf in the male body wash category. "The Man Your Man Could Smell Like" was created to appeal to both men and women and quickly became a cultural phenomenon. The campaign changed the way brands can interact and engage with their fans and ultimately helped to double sales of Old Spice body wash from the previous year.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Consumer Involvement

Audience: Connect with a new audience,Speak to men,Speak to women,Speak to brand influencers, Speak to Young Men,Speak to Young Women

Type: Business to Consumer

Classification: National

Language: English