Old Spice had heritage, distribution and recognition. Its problem was relevance.
Instead of hiding its age, the brand transformed experience into authority and wrapped that authority in absurd humour.
Old spice found the hidden decision-maker
Research indicated that women influenced a large share of men’s body-wash purchases.
Small-business lesson: The user is not always the only person influencing the purchase. Address owners, managers, finance teams and technical reviewers where relevant.
The campaign used a distinctive character
Isaiah Mustafa’s character was confident, exaggerated and instantly recognisable.
Small-business lesson: A recurring spokesperson, avatar or visual world can carry multiple campaigns.
Old spice turned advertising into conversation
The brand created personalised video responses to fans, celebrities and online communities.
Small-business lesson: Social responses can become videos, demonstrations, graphics and expert explanations.
Speed created cultural relevance
The team produced 186 videos in approximately two and a half days.
Small-business lesson: Real-time marketing requires approval boundaries, tone rules, fast production and clear escalation.
The results connected attention with sales
The response campaign generated tens of millions of views and was linked with significant sales growth.
Small-business lesson: Connect reach and engagement with website visits, leads, sales and customer acquisition.
Old spice used heritage instead of rejecting it
The brand turned age and experience into confidence.
Small-business lesson: A legacy business can reinterpret expertise, craft, longevity and proven methods instead of erasing its history.
Sources and further reading
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