photo credit: Old Spice UK Facebook
Old Spice is at it again. The ultra-manly antiperspirant brand has yet again come up with an integrated campaign to promote its newest product, this time with executions varying from a complete takeover of the Old Spice UK Facebook page to a variety of :45, :30 and :15 TV spots.
With their typical bravado (Heather Graham cameo, jockey riding a man), they are introducing their new line of "Champion" products (deodorant, antiperspirant and body wash) using a series of unique takes on the "any man" being a Champion at whatever he is doing. This juxtaposition of grandeur in execution using a replaceable and forgettable character creates a unique take that we haven't seen out of Old Spice before this campaign.
What is really cool about this campaign, and honestly, Old Spice campaigns in general, is the full integration among nearly all available media. And not only do they integrate the campaign among all the media, they take it to an extreme degree and "go all out," especially on social media. On the Old Spice UK Facebook page they've not only created a new Timeline cover photo and replaced the profile picture, but they are posting multiple times a day with "quotes" about being a Champion and "believing in your smellf." They are then taking these same ideas about being a Champion and extrapolating them into the messaging in the TV spots and all other utilized media. The integration is seamless, and that is key to a successful multimedia campaign.
If this campaign takes off like their award-winning "The Man Your Man Can Smell Like" campaign, be prepared to see quite a bit of it moving forward with even more extensions upcoming.
So what do you think? Did Old Spice convince you to believe in your smellf? Or did they stink up the place? Let us know what you think and we'll share your comments here.
Thanks to POPSOP.com for helping inform this post.
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Frankly I love all the Old Spice creative. The jealous, spiteful copywriter inside me wonders what the strategy meetings are like at Old Spice. Take a look at their YouTube channel. Awesome. If they want to conquer the world of deoderants for 14 year old boys, it's genius.
ReplyDelete"The Man You Can Smell Like" always made sense to me cause everyone got it--men and women. If I were sexist, I would say its the ladies who spend time on the aisle at Kroger and CVS where Old Spice is sold.