Sometimes an ad for a product is so clever that you remember the ad but not the product. Not so with Old Spice’s new “Smell Like a Man, Man,” campaign which went viral earlier this year. According to a Nielsen report which was noted in Brandweek, sales of Old Spice Body Wash have jumped 55% in the past three months and 107% this past month.
“Gary Stibel, CEO and founder of The New England Consulting Group, said his data also shows a lift for Old Spice. “We think that Old Spice is up. We don’t think it’s up in the double digits, but it’s up meaningfully, and we think it’s driven 100 percent by marketing.”
What’s not measurable is how much help the campaign had from the news coverage it received. Type “Old Spice” into Google news and you’ll find more than 2,000 articles have been written by everyone from Business Week to MTV to. . . us. If P&G had bought ad space on all of these publications, the cost would have been astronomical, but now they’re a part of advertising history and that is, to quote another ad genius, priceless.
The “Old Spice Guy”, Isaiah Mustafa, is now on his way to becoming a movie star with a role in Jennifer Aniston’s new movie. Now that’s how you breath new life into an old brand.