Consumer Truths on Old Spice indicated that the brand had a loyal user base of males 55+ but was actively rejected by anyone below that age. Our challenge was to re-energise the brand to appeal to a new, younger audience without alienating the existing user base.
We launched a fun, tongue in cheek integrated campaign using experiential, print, sales promotion, social and digital media to support Old Spice’s ‘Smell like a man’ TV campaign. The tone of voice across all media is tailored to appeal to the student mindset with messaging such as “You wouldn’t be here if your grandfather hadn’t worn it”. The Old Spice “Man Tour” has run for two consecutive years encouraging trial and engagement across several UK towns and cities.
The Old Spice brand continues to go from strength to strength with a Facebook community of more than 128,000 actively engaged fans with a reach of 28.4 million. Fans and followers post their own images, recommendations on which is the best product from the range and even print their own t-shirts.
"We were really excited to see FKC's ‘Man Tour’ go live, as the brand is going from strength to strength. Our fans were able to emulate the Old Spice TV commercial by mounting the white horse and striking their best pose, as well as trying out Old Spice Whitewater and new Old Spice Kilimanjaro."
Guy White, Old Spice