The male fragrance market is pretty saturated. Who has not watched the funny cool ads about the Axe effect, or seen any of the prints for Aqua di Gio.
And amongst all that fragrant hotness, how many people really liked or bought Old Spice? 
Personally I think the brand was a bit outdated, the cool factor was gone, and even the packs of the products were tad antique-looking. Until now:
[youtube=http://www.youtube.com/watch?v=owGykVbfgUE]
As you see Old Spice has reinvented itself with an amazing viral marketing campaign. It’s all over the internet, and people are “loving it”. The Old Spice YouTube Channel is funny, sassy, and sexy, just as the ad. The clever sense of humour in the ads make you want to watch them over and over again, and the handsome funny actor is just adding to the overall coolness, with his perfect enunciation and inflection. All the other ads on the channel are funny too. However they have a little scent of the Axe ads in them, pun intended.
Also great PR on their part- Isaiah Mustafa (the hot actor from the ad) was on Ellen’s Show. He was very pleasant and funny, and talked a bit for about the scenes. The ad is one long shot, and they had to shoot it more than 80 times. It was all worth it though. Great final result.
[youtube=http://www.youtube.com/watch?v=ENqccXtoLNI]
On a final note I love that the ad above is talking to the ladies. It is not a macho, “yeah I’m a man! Grr!” aggressive type of an ad, it is subtle in its macho-ness presenting “what women want”, with a clever wink to the guys.
Great job Old Spice!
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