If you’d have asked everyone you knew what they thought of Old Spice in 2009, the only responses would've been a glowing review from your grandad and your younger cousin asking if you wanted to take the Old Spice smellies he got for Christmas off his hands.
This all changed in 2010 when Old Spice’s ‘The Man Your Man Could Smell Like’ ad campaign featuring a unique blend of comedy and a hunky ex-NFL player went viral, truly viral. The advert spread like wildfire across social media and over just its first 5 days of going live more people had seen the advert than Obama’s 2008 acceptance speech.
Amazingly, without any major changes to the product itself, Old Spice managed to dramatically change the public’s perception of their brand, boosted sales and became a shining example of the power of effective advertising. Hell, I know I’ve bought it before just so I could quote the advert in the shower.
If you enjoyed Jonathan's article, we think you'll also love this! Or, if you'd like to get in touch with us to find out more about LEC and how we can offer solutions for your own brand, talk to our MD, Marie Little, at MarieLittle@lec-health.com.