Culture & Design

OLD SPICE - THE MAN YOUR MAN COULD SMELL LIKE CAMPAIGN

Credits

Agency: Wieden+Kennedy
Executive Creative Director: Mark Fitzloff/Susan Hoffman
Creative Director: Jason Bagley/Eric Baldwin
Copywriter: Craig Allen/Eric Kallman
Agency Producer: Erin Goodsell/Ben Grylewicz
Planner: Britton Taylor
Account Supervisor: Diana Gonzalez/Jess Monsey
Production Company: MJZ Los Angeles, USA
Director: Tom Kuntz
Producer: Jeff Scruton
Editor: Carlos Arias, Final Cut
Sound Design/Arrangement: Lime Studios
Art Director: Craig Allen/Eric Kallman
Post Production: Saima Awan

Target Market

men and women ages 20 - 35, middle-class income, with post-secondary education, living in urban and suburban regions, in a relationship or married of various races.

Key Message

Using Old Spice body wash will turn an ordinary man into the man of a woman's dreams

Cultural Influences

As a general trend, there is an increasing presence of women in the workforce and household roles of men and women are changing more than ever. Women make less money than men, but are responsible for 80% of buying decisions. Furthermore, 90% of women have sole or joint responsiblity for household finances. Smart marketers, such as those at Wieden + Kennedy, know it is important to recognize this trend and position products with this in mind.

Although this product is for men, they are clearly including women in the target group. The content itself, the things the actor says, are aimed directly at women, while the humour and art direction are aimed to please men. This campaign is an excellent example of successful unisex marketing. 

Facts from Canadian Advertising In Action by Keith J. Tuckwell (2009)