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Posted on 07.01.2010

Old Spice Scores Again

Old Spice has done it again. The company released its second commercial on Wednesday, as part of its campaign to win over a new demographic and keep the brand alive. And it is even better than the first one, by including even more elements of the most comprehensive female fantasy every created. Old Spice’s advertising agency Wieden + Kennedy, chose the perfect spokesperson in Isaiah Mustafa and gave him just the right script to attract a younger audience to a product line that used to be for men who you would only refer to as “sir.” Mustafa’s character fits the mold of contradictions many women daydream about—strong, kind, perfectly toned, handy around the house, skilled with baking, romantic and a little dangerous. I picture a table (or more likely, a bar) full of creative people brainstorming every possible element of any woman’s relationship fantasy. The only things missing might be caring for a baby, cleaning the house, or asking what happens next in my vampire romance novel. Old Spice accomplishes all this without dismissing its heritage as a product for gentlemen. Its new deodorant packaging even pays homage to its past by audaciously printing this on the back: THE ORIGINAL. IF YOUR GRANDFATHER HADN’T WORN IT, YOU WOULDN’T EXIST. The logo still incorporates some imagery from the previous version, the packaging uses the same color scheme, and the commercials still contain a little whistle at the end. We do not know exactly what the return on investment (ROI) has been for the campaign. The company has not released any sales or profit data that reflects the result of the new campaign, and Procter & Gamble Co., has invested almost all of last year’s advertising budget into this one campaign. But if any other women who are in charge of purchasing for their households love it as much as I do, the company will reap significant results from Mustafa’s personified female fantasy.

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