Old Spice—Not Just Your Dad’s After Shave Anymore

I love a good commercial. I love them because they are difficult to create well and achieve a desired communications goal. The new commercial for Old Spice body wash did just that—achieved its communications goal and kept me engaged. It also helped this brand appeal to a new generation of customers—a generation that thinks of Old Spice as their dad’s after shave. Watch it and see if you agree with my assessment:

Number one, it entertained me. I laughed out loud when I saw this commercial. Now that that’s out of the way, we can break it down for its effectiveness.

Number two, it communicates with its target audience. Sure, it’s a men’s product, but Old Spice has done enough research to know that women make most purchasing decisions, even on behalf of their male family members. It communicates to the person who is actually shopping and putting these items in her cart.

Number three, the campaign appeals to a younger demographic. Because Old Spice has always been your dad’s after shave, the company needed some new products and a new feel to stay relevant in the market place. In a product category that contains Axe (for hormonally charged teenagers and single 20-somethings), Old Spice positions itself as the grown man’s shower gel. It’s for men who are young enough to consider using scented shower gel, but are old enough to have an adult lifestyle that includes a mature relationship.

Old Spice used humor and careful messaging to appeal to a very specific demographic, reposition its brand and entertain all at the same time. I think it worked—what about you?

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12 Responses to Old Spice—Not Just Your Dad’s After Shave Anymore

  1. Andy says:

    I agree, it’s a great campaign. Not only is it funny and aimed at targeting a young professional market, it also engages the creative community which is largely made up of hip young professionals that keep up with design trends and creative production. Being a video producer, I regularly visit blogs and creative inspirational websites that showcase innovative work like this Old Spice Commercial. By creating high quality, cutting edge, artistic pieces the brand gains more respect and legitimacy with the creative community made up of it’s target market. This ultimately gives the commercial more reach with their target market as well as staying power as people see it for months after it initially airs on TV.

  2. Jan says:

    Great insight, Andy! Thanks for the comment.

  3. You are right! Funny but engaging! Might just buy some! Now, will he use it……hmmmm.

  4. Kelley says:

    Love this commercial!! I laughed out loud the first time I saw it. Thank goodness for DVR.. I was able to stop the live run & “rewind” it to see it again… Laughed just as much the second time. This commercial really makes you stop and “rethink” Old Spice. I loved it on my dad & husband years ago. Wonder if it’s just as great now? Makes me want to go buy it and see!

  5. Julie C says:

    Great writeup! I love this commercial and dissecting it even more!

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