Background: Old Spice’s Struggle for Relevance

By the early 2000s, Old Spice had become a household name but was increasingly associated with traditional, “dad-like” grooming products. The rise of competitors like Axe, which targeted younger consumers with edgier marketing, highlighted Old Spice’s need to reinvent itself. Recognizing this challenge, Old Spice partnered with Wieden+Kennedy, the same agency behind Nike’s “Just Do It” campaign, to craft a bold, humorous advertising strategy that would capture the attention of millennials and Gen Z.

Case Study: Old Spice – “The Man Your Man Could Smell Like” Campaign

Introduction

In 2010, Old Spice launched “The Man Your Man Could Smell Like”, a campaign that would not only revitalize the brand but also redefine the role of humor in advertising. Prior to the campaign, Old Spice had largely been seen as an older, traditional brand catering to men in their 40s and 50s. However, with a surge of younger, more irreverent competitors like Axe, Old Spice needed to reinvent itself. The “The Man Your Man Could Smell Like” campaign, featuring the charismatic and quirky spokesperson Isaiah Mustafa, did just that, injecting humor and absurdity into its marketing strategy and drawing a much-needed connection with a younger demographic.

This case study delves into how the campaign’s use of over-the-top humor, a unique spokesperson, and creative storytelling helped Old Spice expand its reach, build brand engagement, and drive sales.

Background: The Challenge for Old Spice

Before the “The Man Your Man Could Smell Like” campaign, Old Spice had a well-established, but somewhat stale, reputation. It had been a staple in men’s grooming for decades, but its image was linked to older generations, often associated with traditional, “dad-like” products. Meanwhile, younger brands like Axe were becoming highly popular among the younger demographic, with edgy, sexually charged advertising campaigns.

In 2009, Procter & Gamble, the parent company of Old Spice, recognized that it needed to reinvigorate the brand to avoid becoming obsolete. Market research indicated that women often bought grooming products for their partners, meaning Old Spice could also benefit from engaging female consumers. Thus, the challenge was clear: Old Spice needed a way to appeal to both men and women, make the brand relevant to younger audiences, and differentiate itself from competitors.

Concept and Execution of the Campaign

Quirky Spokesperson: Isaiah Mustafa

At the heart of the “The Man Your Man Could Smell Like” campaign was Isaiah Mustafa, who embodied the humor, charm, and absurdity that would define the entire campaign. Mustafa was cast as the “Old Spice Guy,” a confident, suave, and ridiculously over-the-top spokesperson who delivered a rapid-fire monologue of increasingly absurd scenarios. His performance was full of exaggerated masculinity, but in a way that made it clear he was playing with the idea of traditional male stereotypes.

The campaign’s genius lay in its absurdity—Mustafa’s character effortlessly moved from a luxurious bathroom to a horse galloping on a beach, all while keeping up his smooth, comically overconfident persona. These transitions, which seemed to defy the laws of logic and reality, became instantly memorable. Mustafa’s quick wit, charming delivery, and surreal surroundings were the perfect mix of humor and surrealism

The Narrative

The campaign’s narrative was simple: Old Spice could make any man smell like the “ideal” man—the one every woman dreams of. Mustafa delivered his lines directly to the camera, talking about what the audience could have if they used Old Spice products: a chiseled body, the admiration of women, and the adoration of men. By using humor to exaggerate traditional masculinity, the ad became both a parody of the genre and a clever play on male vanity.

The commercial itself ended with Mustafa turning to the camera and uttering the iconic phrase: “I’m on a horse.” The absurdity of the statement, paired with the image of him on horseback, cemented the ad’s place in pop culture. It was both hilarious and memorable.

Social Media Integration and Engagement

Viral Marketing

The success of “The Man Your Man Could Smell Like” wasn’t limited to traditional advertising. After the ad aired, Old Spice leveraged the power of social media to further its reach. Mustafa’s character, now a sensation, responded to fan comments, tweets, and questions in character. Over 180 personalized video replies were created, including responses to celebrities, athletes, and media personalities like Ellen DeGeneres and former President Barack Obama’s press secretary, Robert Gibbs.

The personalized video replies were designed to feel authentic and immediate. Mustafa responded to Twitter users in real-time, with some videos gaining millions of views. This interaction between the brand and its audience made viewers feel as though they were part of the conversation, creating a personal connection with the brand. It also transformed the campaign into an organic, viral event.

Hashtags and User-Generated Content

Old Spice encouraged fans to create and share content using the hashtag #TheManYourManCouldSmellLike, further amplifying the campaign’s reach. This user-generated content added to the campaign’s viral momentum, as fans posted memes, parodies, and their own creative interpretations of the ad’s humor.

Strategic Impact

Rebranding and Audience Engagement

The campaign’s success was largely attributed to its ability to engage a younger, digitally-savvy audience. By using humor and a modern, quirky spokesperson, Old Spice positioned itself as a brand that understood the sensibilities of a younger generation. Mustafa’s role as the “Old Spice Guy” was embraced by men, while the over-the-top visuals and humor appealed to women—Old Spice had found a way to speak to both groups in a way that was entertaining and relatable.

The ad not only revitalized Old Spice’s image but also transformed its perception among consumers. Old Spice went from being perceived as a traditional, “dad” brand to one that was bold, humorous, and contemporary.

Sales Growth and Market Share

The campaign had a significant impact on Old Spice’s sales and market share. Within months of the campaign’s launch, sales of Old Spice body wash doubled, and the brand experienced a dramatic surge in sales of its deodorant and shower gels. Old Spice was able to reclaim a strong position in the market, moving from being an underdog to a dominant player in the men’s grooming sector.

Old Spice’s market share in the body wash category rose by 60%, and the brand continued to gain ground in the overall men’s grooming market. The success of the campaign demonstrated the power of humor and creativity in transforming a brand’s image and driving sales.

Cultural Impact

The campaign didn’t just move products—it created a cultural moment. The “The Man Your Man Could Smell Like” commercial became an internet sensation, inspiring memes, parodies, and references in pop culture. The ad was featured in mainstream media outlets, and the “I’m on a horse” catchphrase became one of the most memorable lines in advertising history. Old Spice had successfully embedded itself in the cultural zeitgeist.

Challenges and Lessons

Balancing Humor with Brand Messaging

One of the challenges Old Spice faced was ensuring that the humor didn’t overshadow the core brand message. While the campaign was highly successful, it was critical that the message of masculinity and the appeal of Old Spice’s products didn’t get lost in the absurdity. Old Spice managed to strike the right balance by keeping the humor tied to the product’s promise of confidence and virility.

Sustaining Momentum

After the initial success of “The Man Your Man Could Smell Like”, it became essential for Old Spice to continue evolving its messaging to prevent the brand from becoming stale. Old Spice followed up with “Smell is Power” and other campaigns that continued the quirky, humorous tone, but each subsequent campaign was designed to build on the previous one, avoiding fatigue by introducing new spokespeople and expanding the absurdity in fresh ways.

Case Study: Old Spice – “Smell is Power” Campaign

Introduction

Following the immense success of “The Man Your Man Could Smell Like”, Old Spice continued its marketing evolution with the “Smell is Power” campaign, which launched in 2013. The campaign built on the humorous, absurd tone set by its predecessor but took it to new heights with Terry Crews, known for his over-the-top energy and comedic flair, as the new face of Old Spice. This case study examines how the “Smell is Power” campaign successfully leveraged humor and viral marketing to further solidify Old Spice’s rebranding efforts, engage a younger audience, and generate massive social media buzz.

Background: The Success of “The Man Your Man Could Smell Like”

The “The Man Your Man Could Smell Like” campaign, which debuted in 2010, had an enormous impact on Old Spice’s brand image, taking the once outdated, “dad” brand and turning it into a cool, edgy, and culturally relevant choice for younger consumers. By using Isaiah Mustafa as the “Old Spice Guy,” the campaign tapped into the power of humor, absurdity, and charismatic storytelling to engage both men and women.

Building on this momentum, Old Spice needed to find a way to not only maintain the success of its previous campaign but also keep the brand fresh and relevant in a competitive market. This led to the creation of the “Smell is Power” campaign, which sought to take the humor and viral success of its predecessor even further.

Concept and Execution of the “Smell is Power” Campaign

Terry Crews: A New Face of Absurdity

The centerpiece of the “Smell is Power” campaign was Terry Crews, an actor known for his boisterous personality and comedic chops. With his larger-than-life persona, Crews embodied the campaign’s absurdity and amplified the humor to an even more exaggerated level. Whereas “The Man Your Man Could Smell Like” featured the suave and cool Isaiah Mustafa, Crews brought a manic energy to the brand, making him the perfect fit for the over-the-top, muscle-bound humor that Old Spice wanted to portray.

The campaign depicted Crews in a series of ridiculous scenarios where his sheer power—both physical and metaphorical—was linked to the strength of Old Spice’s products. Whether he was flexing his muscles to play a piano or yelling out catchphrases like “POWER!”, the commercials delivered a relentless energy that captured the audience’s attention.

Core Message: “Smell is Power”

The message of “Smell is Power” was straightforward: using Old Spice products wasn’t just about smelling good—it was about channeling an unstoppable power. Crews’ character embodied this power, which was presented as comically exaggerated masculinity. The campaign emphasized that using Old Spice could make men feel as confident and dynamic as the character Crews portrayed.

The commercial’s tagline, “Smell is Power,” paired with Crews’ absurd antics, created a highly memorable and humorous brand statement that reinforced the connection between Old Spice and masculinity, confidence, and strength.

Viral Marketing and Social Media Engagement

Integration with Social Media

One of the most effective strategies of the “Smell is Power” campaign was its integration with social media. Old Spice leveraged viral marketing techniques to amplify the campaign’s reach, with a particular focus on creating highly shareable content.

• YouTube and Viral Videos: The campaign’s ads were specifically designed to be shareable, packed with humor and absurd visuals that made them perfect for social media. These videos quickly gained traction on platforms like YouTube, where they received millions of views.
• Interactive Video Campaign: Old Spice continued the interactive success of “The Man Your Man Could Smell Like” with a new wave of engagement. Terry Crews’ character filmed personalized video responses to fans’ comments on social media, responding to Twitter followers and addressing fan questions in the same absurd, larger-than-life tone that defined the commercials. This created a sense of personal engagement, fostering deeper connections with viewers.

The combination of viral ads and interactive content helped the “Smell is Power” campaign maintain its momentum and keep Old Spice top-of-mind among its audience.

Hashtag Campaigns and Social Media Buzz

Old Spice encouraged social media users to engage with the campaign by using hashtags like #SmellIsPower and #Power. This led to a flood of memes, fan-created videos, and posts that further amplified the campaign’s reach. The user-generated content not only increased awareness but also created a viral loop, as fans shared their own interpretations of the “power” Old Spice could unlock.

By tapping into the viral nature of social media and involving users in the content creation process, Old Spice ensured that the campaign wasn’t just broadcasted to consumers—it was actively created with them.

Strategic Impact

Reinforcing the Brand’s Humor and Absurdity

The “Smell is Power” campaign reinforced Old Spice’s new identity as a brand that didn’t take itself too seriously. While other grooming brands focused on traditional masculinity or aspirational luxury, Old Spice doubled down on humor and absurdity, which set it apart in the crowded market.

By continuing to use over-the-top humor and quirky characters, Old Spice turned its advertisements into must-watch events, maintaining consumer engagement and brand relevance in a way that felt fresh and unexpected.

Connecting with a Younger Audience

Much like its predecessor, the “Smell is Power” campaign successfully engaged younger consumers. Terry Crews’ dynamic, exaggerated performance resonated with the target audience’s sensibilities, making Old Spice seem cool and relevant. The use of humor and social media engagement ensured the brand maintained its appeal to millennials and Gen Z consumers who valued entertainment and authenticity over traditional advertising methods.

Boosting Sales and Market Share

The “Smell is Power” campaign had a significant impact on Old Spice’s sales, much like its predecessor. The campaign helped boost sales in key product categories like body wash, deodorant, and shower gel. Old Spice was able to continue its upward trajectory, capturing a larger share of the male grooming market and outperforming competitors in the process.

Old Spice’s sales figures were impressive, with the brand seeing continued growth in the men’s grooming segment. The campaign’s viral success translated into both higher awareness and consumer interest, directly impacting the brand’s bottom line.

Challenges and Lessons

Maintaining Freshness in Humor

One of the challenges Old Spice faced was ensuring the campaign didn’t become repetitive. While the initial success of “The Man Your Man Could Smell Like” was tied to its unexpected humor, keeping the content fresh while staying true to the brand’s identity required continuous creativity. Old Spice succeeded by consistently introducing new, absurd ideas with each campaign, such as Terry Crews’ involvement in “Smell is Power”, but the brand had to remain vigilant about avoiding over-saturation.

Balancing Humor with Brand Messaging

Another potential challenge was ensuring that the humor didn’t overshadow the product itself. While the ads were undeniably funny, Old Spice maintained a strong connection between the absurdity and the brand’s core promise: power, confidence, and masculinity. The key was integrating humor into the brand’s identity without losing sight of the message.

Conclusion

Old Spice’s “The Man Your Man Could Smell Like” and “Smell is Power” campaigns exemplify the transformative potential of humor and absurdity in advertising. By combining surreal visuals, charismatic spokespeople, and interactive marketing strategies, Old Spice revitalised its brand, captured new audiences, and reasserted its relevance in a competitive market. These campaigns not only boosted sales but also positioned Old Spice as a cultural icon, proving that bold, unconventional marketing can turn even the most traditional brands into modern success stories.

Old Spice’s “The Man Your Man Could Smell Like” campaign stands as a landmark in advertising, showing how humor, absurdity, and clever marketing can completely transform a brand. By embracing over-the-top humor and leveraging a quirky, memorable spokesperson, Old Spice revived its brand image, connected with younger audiences, and drove massive sales growth. The campaign demonstrated that creativity and humor could not only win over consumers but also elevate a brand to cultural icon status. Through this campaign, Old Spice proved that a brand could remain timeless by staying bold, innovative, and, most importantly, willing to take risks

The “Smell is Power” campaign successfully continued Old Spice’s transformation into a modern, humorous, and engaging brand. By leveraging viral content, humorous absurdity, and social media engagement, Old Spice was able to keep its audience entertained while reinforcing the brand’s new image. The campaign built on the success of “The Man Your Man Could Smell Like” and demonstrated the power of humor in advertising, turning a once outdated brand into a cultural sensation. Through its over-the-top humor and viral marketing strategy, Old Spice not only revitalized its image but also set a new standard for how brands can use humor to connect with a younger, digital-savvy audience.