Old Spice campaign is not only great, it sells - now #1 in U.S. in both dollar and volume share
Campaign Brief can reveal that Wieden & Kennedy Portland's 'The Man Your Man Could Smell Like' campaign for Old Spice, which launched in February, has resulted in increased sales for Procter & Gamble in the U.S. "Old Spice is now the number one male body wash and deodorant in both dollar and volume share," according to a spokesperson for Old Spice when contacted via W&K creative directors Eric Baldwin and Jason Bagley on behalf of CB. "While we can't disclose specific sales data, we can tell you we are very happy with the positive business growth that has been a result of the campaign."
According to an article on Thursday on Forbes.com, total sales for Old Spice body wash at supermarkets, drugstores and mass market retailers excluding Wal-Mart were up 16.7% in the 52-week period ending June 13, according to SymphonyIRI Group, a Chicago-based market research firm.
Fronted by the hunky Isaiah Mustafa, the first spot in the campaign won
the Grand Prix for film at Cannes 2010 and was followed by up with
'Questions' , which launched earlier this month. This week W&K generated a viral sensation globally when Mustafa directly responded to
questions tweeted to him or posted on Facebook by fans and celebrities. The video marathon resulted in almost 200 videos
created on the fly, written by Baldwin and Bagley together with creative team Eric Kallman and Craig Alen, and posted on Old Spice's YouTube
channel.
Then it had to end.....
Then it had to end.....
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That can't be true. Award winning work doesn't sell product. Whoever wrote this must be on the horse.
I'd buy it on the back of the spots, and I'm a cranky old cynical bastard.
I think that these spots have resulted in increased sales are the best thing that has happened to this industry in years. Please, everyone, show your clients that creativity works.
Well, that's all the main metal won for 2011 then.
This is a bench mark. Every client will want this level of work.
We seriously owe these dudes a huge thank you. Not only is it the best example of creativity working for business in years, it also ends all the debates about digital v. tv v. social networks etc. It's all rubbish talk. Just be great and have a great strategy to connect the media. This is brilliant on all levels.
When it comes to ROI you can't argue with sales data. The next question becomes how do small businesses take lessons from this campaign that they can actually afford to execute? http://bit.ly/bCxs72 an idea.
smells like gin......
The best, most original work I've seen in 20 years. And what a performance!
@sctoy. The best part about these ads is the base insight. You're trying to sell middle of the road toiletries products to men. The kind of men who buy middle of the road toiletries products don't buy them for themselves. So what to do you? You market them to the woman who's buying them for him. And in the process, make those same group of men feel self concious about the fact their woman are paying attention to somebody else. They better man up then right.
Such a simple insight. All that crap that Gillette do about "The Best a Man can Get" matters little when it's the woman doing the weekly shop.
The gags aren't ground breaking. The scipts are nice and tight and they got a good front man, but its the tone and targetting that's selling this campaign.
If your client cant afford the big budget execution, just selling them some clever thinking instead.