Old Spice

Before and after Effects of the

campaign Smell like a Man
Made By: Gaurav Moorjani

About Old Spice

Old Spiceis anAmericanbrand of
male grooming products.
It is manufactured byProcter &
Gamble, which acquired the brand in
1990 from Shulton, Inc. Shulton, Inc.
T
The original producer of Old Spice,
was founded in 1934 by William
Lightfoot Schultz.

Old Spice Products

Bar Soap
Antiperspirants
Body Spray
Body Wash
Deodorant
Fragrance
Hair care and styling
Shave gel
Trimmers and shavers

Product Competitors
Axe

Right Guard

Degree Men

Market Share
Old Spice held 25% of the market
share.

Sales
23.7% of total net sales (beauty)
9.54% of total net sales (grooming)
Total sales 18.79 + 7.54 = 26.33
Billion ($)

Brand Image before the

campaign
Male grooming brand suffered from
an outdated image
Tried to change the brand image by
focusing on individuals in the 1990s.
(mediums remained same)
The Swagger Campaign in 2008

The campaign Idea

The BIG idea was to target women
Focus on Dual audience
Spark a conversation between man
and woman

All Phase of the Campaign

Change of Medium
Launching at the time of super bowl
Make both the genders talk about the
campaign
Campaign featured Isaiah Mustafa.

Results in Terms of traction

Succeeded Online which ultimately
held the grip for old spice.
One has to go online
Youtube and twitter

Results In Terms of Sales

From June 2010: Within the last 12 months, body wash
sales increased by 11%
Within the last 6 months, body wash
sales increased by 27%
Within the last 3 months, body wash
sales increased by 55%
Within the last month, body wash sales
increased by 107%

Learning
Extensive use of social media
Bridging the gap between the
genders
Not focusing just on the product
Leading to build a brand image
STILL A HUGE MISS after the
campaign