250,000 fans for spiced up brand

Doubled market share in two years.
Repositioned the brand from 55+ to 18‐30.
Facebook community reached over 250,000 of actively engaged fans within 2 years.

THE CHALLENGE

Re-energise the brand to appeal to a new, younger audience. 

Loyal user base was primarily 55+ with definitive views of brands appeal.

OUTTHINKING THE COMPETITION

Launch primarily through events targeting UK student base and through social media supporting global TV campaign ‘Smell like a man’.

Create a ’Man Tour’ that allowed participants to get physically involved with the product by emulating the main character on the TV commercial and then show their involvement by posting their own images, messages and personal recommendations.

Other Work for Old Spice

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