Old Spice held 25% of the male grooming market share but suffered from an outdated brand image. Its "Smell like a Man" campaign launched in 2010 targeted women to spark conversations between men and women. It featured Isaiah Mustafa and extensively used social media like YouTube and Twitter. The campaign was highly successful online and led to significant sales increases for Old Spice body wash of 11% in the last 12 months, 27% in the last 6 months, 55% in the last 3 months, and 107% in the last month. However, the document notes the campaign was still a "huge miss" at building the brand's image in the long run.
Old Spice held 25% of the male grooming market share but suffered from an outdated brand image. Its "Smell like a Man" campaign launched in 2010 targeted women to spark conversations between men and women. It featured Isaiah Mustafa and extensively used social media like YouTube and Twitter. The campaign was highly successful online and led to significant sales increases for Old Spice body wash of 11% in the last 12 months, 27% in the last 6 months, 55% in the last 3 months, and 107% in the last month. However, the document notes the campaign was still a "huge miss" at building the brand's image in the long run.
Old Spice held 25% of the male grooming market share but suffered from an outdated brand image. Its "Smell like a Man" campaign launched in 2010 targeted women to spark conversations between men and women. It featured Isaiah Mustafa and extensively used social media like YouTube and Twitter. The campaign was highly successful online and led to significant sales increases for Old Spice body wash of 11% in the last 12 months, 27% in the last 6 months, 55% in the last 3 months, and 107% in the last month. However, the document notes the campaign was still a "huge miss" at building the brand's image in the long run.
Old Spice held 25% of the male grooming market share but suffered from an outdated brand image. Its "Smell like a Man" campaign launched in 2010 targeted women to spark conversations between men and women. It featured Isaiah Mustafa and extensively used social media like YouTube and Twitter. The campaign was highly successful online and led to significant sales increases for Old Spice body wash of 11% in the last 12 months, 27% in the last 6 months, 55% in the last 3 months, and 107% in the last month. However, the document notes the campaign was still a "huge miss" at building the brand's image in the long run.
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Old Spice
Before and after Effects of the
campaign Smell like a Man Made By: Gaurav Moorjani
About Old Spice
Old Spiceis anAmericanbrand of male grooming products. It is manufactured byProcter & Gamble, which acquired the brand in 1990 from Shulton, Inc. Shulton, Inc. T The original producer of Old Spice, was founded in 1934 by William Lightfoot Schultz.
Old Spice Products
Bar Soap Antiperspirants Body Spray Body Wash Deodorant Fragrance Hair care and styling Shave gel Trimmers and shavers
Product Competitors Axe
Right Guard
Degree Men
Market Share Old Spice held 25% of the market share.
Sales 23.7% of total net sales (beauty) 9.54% of total net sales (grooming) Total sales 18.79 + 7.54 = 26.33 Billion ($)
Brand Image before the
campaign Male grooming brand suffered from an outdated image Tried to change the brand image by focusing on individuals in the 1990s. (mediums remained same) The Swagger Campaign in 2008
The campaign Idea
The BIG idea was to target women Focus on Dual audience Spark a conversation between man and woman
All Phase of the Campaign
Change of Medium Launching at the time of super bowl Make both the genders talk about the campaign Campaign featured Isaiah Mustafa.
Results in Terms of traction
Succeeded Online which ultimately held the grip for old spice. One has to go online Youtube and twitter
Results In Terms of Sales
From June 2010: Within the last 12 months, body wash sales increased by 11% Within the last 6 months, body wash sales increased by 27% Within the last 3 months, body wash sales increased by 55% Within the last month, body wash sales increased by 107%
Learning Extensive use of social media Bridging the gap between the genders Not focusing just on the product Leading to build a brand image STILL A HUGE MISS after the campaign
