Extending the OldSpice Campaign

28 Jul

Old Spice has a hit on their hands with the “man your man could smell like” campaign.  It’s a tough repositioning gambit they’re running but hey – nobody said it was going to be easy.

When you’ve got a great idea, you need to run with it.  So says author Luke Sullivan in the Advertising Bible “Hey Whipple, Squeeze This.”  Sullivan spends a great deal of time talking about the changing marketing paradigm.  It used to be when you needed to sell something you turned to TV, print and radio.  Now we have marketers capable of crafting intricate campaigns across new mediums.  Even foreheads aren’t immune to the imprint of guerrilla marketing.

Sullivan is an advocate for starting with the big idea (not TV or print but an idea).  I’m a fan of this method as well.  It’s easy to pluck the core out and transfer it across mediums.

With Old Spice we saw an idea that worked well on TV so they moved online using the same concept as a launching point.  The response was incredible.  Now is the time to leverage that momentum.  Keep pushing forward using the same idea.  It still has plenty of life left.

A simple suggestion: Add manly advice underneath the cap of OldSpice containers similar to Jones Cola.  It doesn’t sound revolutionary but it doesn’t have to be.  It builds on the established base set-up by the existing campaign and contributes in its own way by continuing the meme and encouraging repurchase.  Maybe 1/7 could use a link to a video message as well.  And while this may be normal and boring with soft drinks, it’s new to OldSpice’s product category.  Besides – can you think of any reason NOT to?

In what other ways would you expand the OldSpice campaign?  Try to move beyond traditional media and push the product into new realms with your response.

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