You’re faced with an “old” brand (which interestingly – to me at any rate - was originally created for women in 1937) launched in 1938. It’s a brand with a lot of baggage, particularly in a world of glossy competitors.
Rather than go the usual route, they took an alternative approach, which certainly appears to be working for them.
Funny, smart ads that don’t involved scantily clad females, and still appeal to the target demographic.
But what’s really smart is how they’re embracing social media creating bespoke videos for people who have tweeted or commented on other social media channels about the ads and about the brand. There are of course some videos made especially for the ‘great’ and the ‘good’ (not to mention Starbucks), but there are even more for people like you and me.
Smart. Very smart.
Interesting piece in AdWeek questioning the commercial return from award winning advertising. To quote:
For instance, P&G picked up the Film Grand Prix this year for Old Spice’s "The Man Your Man Could Smell Like" spot from Wieden + Kennedy. Launched in February, it’s racked up nearly 12.2 million YouTube views. But in the 52 weeks ended June 13, sales of the featured product, Red Zone After Hours Body Wash, have dropped 7 percent, per SymphonyIRI (this excludes those sold at Walmart). P&G execs were not available to comment.
This is very interesting. On a personal level I would say my perception of the Old Spice brand has moved in a favorable direction. I’d be interested in finding out has the campaign had a positive impact on brand perception. Of course the bottom line impact is pretty critical, it’ll be interesting to see how it performs in the medium term. As we all know the return on investment remains paramount – and the real measure of success.