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The Old Spice Guy - A Marketing Lesson

by quiescen
49 replies
If you watch TV, you may have seen 'The Old Spice Guy.' It's a commercial that sells - what else, 'Old Spice.'

But they really struck gold with this one. You can .

I like to use the AIDA forumla for breaking down ads. First 'attention' is immediately established with the 'macho actor.' It's like you're instantly drawn in - especially if you're the target audience for this ad (women.)

Next, 'Interest' is achieved through a compelling story and visuals. 'Desire' is also achieved quickly as I'm sure this guy tested through the roof with women.

What's left? 'Desire' and it's also easily elicited as many women would like their man to look and smell like 'The Old Spice Guy.'

And finally, 'Action.' Another thing that is easily achieved since you can find 'Old Spice' virutally anywhere.

Now, this ad is genius and most of us will never have the money to throw into something like this, but it contains the tried and true AIDA formula.

P.S. Another amazing thing about this ad is that all of the above is accomplished in just 30 seconds. Amazing!
#guy #lesson #marketing #spice
  • Profile picture of the author Sparhawke
    Interesting to say the least from a psychological point of view...I thought from the title though you were going to tell us about Chandlers dad lol
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  • Profile picture of the author alexbbbh
    I love these Old Spice commercials.

    It's a great example of how marketing should be done today. Because they're using youtube as a distribution channel, their ROI will be insane. If you look at their views count you can definitely see the power of viral content.

    I can't imagine the effect on sales as a result of these marketing campaigns. Can you say Cha ching?!
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  • Profile picture of the author Kevin Riley
    Originally Posted by quiescen View Post


    Now, this ad is genius and most of us will never have the money to throw into something like this, but it contains the tried and true AIDA formula.
    Actually, if you watch the reply videos they did - where he is just standing in the shower - anyone with good pecs and abs and a good voice could do a vid like that. Just takes imagination.

    I love the total randomness of some of his replies.
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  • Profile picture of the author kidder
    But has anyone thought about buying Old Spice? Is it cool yet? I would be interested to see their sales numbers, its a great video as is the John West Tuna clip that is still getting plenty of attention.
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    • Profile picture of the author quiescen
      Originally Posted by kidder View Post

      But has anyone thought about buying Old Spice? Is it cool yet? I would be interested to see their sales numbers, its a great video as is the John West Tuna clip that is still getting plenty of attention.
      Good point. The genius of this ad is that the product is almost irrelvant. That is, it doesn't matter what it is, just as long as people buy into the promise. And really, if you've ever smelled Old Spice, you know what I mean.
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    • Profile picture of the author FleeceHEAD
      Originally Posted by kidder View Post

      But has anyone thought about buying Old Spice? Is it cool yet? I would be interested to see their sales numbers, its a great video as is the John West Tuna clip that is still getting plenty of attention.
      Yes I switched from Axe products to Old Spice because of the commercials making me laugh. Body wash and deodorant is the same to me I don't have a brand loyalty, so if your commercial makes me laugh I will buy your product first.

      I saw the Terry Crews ones first and couldn't stop laughing. The actor is funny to begin with the OS commercials just went to the land of ridicules for me and I was hooked.
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    • Profile picture of the author searchnology
      I agree that's really what they are missing....proof of the product's quality...I love the commericals but it's very unlikely I will be trying Old Spice anytime soon....sorry.

      But the awareness they are generating may lead people to at least take a whiff of the product at the store shelf....hopefully there will be followup campaigns to tie up that loose end.

      BTW, I am a dead ringer for the Old Spice guy! ....less the muscles, charisma, stellar smile, and sexy voice.

      Originally Posted by kidder View Post

      But has anyone thought about buying Old Spice? Is it cool yet? I would be interested to see their sales numbers, its a great video as is the John West Tuna clip that is still getting plenty of attention.
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    • Profile picture of the author xraywhite
      Originally Posted by kidder View Post

      But has anyone thought about buying Old Spice? Is it cool yet? I would be interested to see their sales numbers, its a great video as is the John West Tuna clip that is still getting plenty of attention.

      I despise Old Spice. The product is disgusting, cheap and tacky. So are the commercials. There are certain things that I myself do NOT subscribe to, my mantra is "Lead Not Follow".

      That Old Spice commercial reeks of a brainwashed society who is blindly following a certain group down the yellowbrick road and into destruction.

      Well, that's my rant. Y'all Have a Nice Day Now.
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      • Profile picture of the author x3xsolxdierx3x
        Originally Posted by xraywhite View Post

        I despise Old Spice. The product is disgusting, cheap and tacky. So are the commercials. There are certain things that I myself do NOT subscribe to, my mantra is "Lead Not Follow".

        That Old Spice commercial reeks of a brainwashed society who is blindly following a certain group down the yellowbrick road and into destruction.

        Well, that's my rant. Y'all Have a Nice Day Now.
        lol...yet, their Facebook fan page has 600,000+ fans....

        Must have been at least somewhat effective....

        They are just like any other company that is attempting to sell a product. How is following them leading people to "destruction"?
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        • Profile picture of the author koncorps
          Originally Posted by x3xsolxdierx3x View Post

          lol...yet, their Facebook fan page has 600,000+ fans....

          Must have been at least somewhat effective....

          They are just like any other company that is attempting to sell a product. How is following them leading people to "destruction"?
          Don't mind him, he's just worried we'll all smell as good as that guy.
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        • Profile picture of the author xraywhite
          Originally Posted by x3xsolxdierx3x View Post

          lol...yet, their Facebook fan page has 600,000+ fans....

          Must have been at least somewhat effective....

          They are just like any other company that is attempting to sell a product. How is following them leading people to "destruction"?
          I want you to research WHO owns most of the Media Companies, and WHAT this group have been doing. It's called the mass programming of America.

          The 600,000 fans just goes to show that people are sheeple. Then again, all that money spent and only 600,000?
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  • Profile picture of the author Lance K
    Originally Posted by quiescen View Post

    Now, this ad is genius and most of us will never have the money to throw into something like this, but it contains the tried and true AIDA formula.
    Where's the beef...er I mean, the second A?
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  • Profile picture of the author CurtisN
    Er...isn't the target audience men, not women? Never heard of a lady using Old Spice
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  • Profile picture of the author Rich Struck
    Those commercials suck and I'll never buy Old Spice for as long as I live, especially not now.
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  • Profile picture of the author jmmarcec
    IDK the old spice campaign socially was amazing and is still amazing... interacting with twitter and then creating responses via youtube is just pure funny and entertaining... wonder how this affected their sales.
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  • Profile picture of the author tamiro1992
    This is a great commercial, Old Spice always has the best commercials and this is also targeting the woman to buy the soap for the man. "Look at your man then back at me then back at your man now back at me" haha, best part of the commercial.
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  • Profile picture of the author DogScout
    Proves good marketing can even sell crap! LOL. They hit gold with this one. someone was thinking.
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    • Profile picture of the author Jason Hunt
      I used to use AXE body wash and deodorant. Then they made the stupid chocolate man commercial. I hate that commercial.

      Now I use Old Spice body wash and deodorant. Because I want to smell like him. Of course I made sure the wife liked the smell though!
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      • Profile picture of the author x3xsolxdierx3x
        Originally Posted by Jason Hunt View Post

        I used to use AXE body wash and deodorant. Then they made the stupid chocolate man commercial. I hate that commercial.

        Now I use Old Spice body wash and deodorant. Because I want to smell like him. Of course I made sure the wife liked the smell though!
        Never saw that commercial....was it like racist or something?
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        • Profile picture of the author Jason Hunt
          Originally Posted by x3xsolxdierx3x View Post

          Never saw that commercial....was it like racist or something?
          Not really racist, although the YouTube comments definately make the comments on it.

          I just hate the commercial. Hate the music and how goofy the chocolate man looks. The opposite of what I'd want.

          Not enough posts to post links, so just go to Youtube and search "axe chocolate man".
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          • Profile picture of the author Lance K
            Old Spice High Endurance is far from your Grandpa's Old Spice. I prefer the Fresh (on rare occasion the Sport). Have used it since roughly 2000.

            Like others, though I can't stand the original.
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          • Profile picture of the author KevinTorrence
            When I think of Old Spice ... I think of "OLD SPICE" ... you know, their crappy, peppery smelling cologne for old men that smells like an old wood cabinet filled with rotten peppers in the back of a chinese restaurant ...? Yeah, that old spice. Their commercials are pretty bizarre, but funny. Doesn't make me want to buy it though. Looks like their trying to change their image though... and that's a good thing. Man that stuff smelled bad!

            Matter of fact, right before these commercials starting airing, I quit using soaps and shampoos in the shower. My skin and hair haven't looked and felt this good in a long time.
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            • Profile picture of the author x3xsolxdierx3x
              Originally Posted by KevinTorrence View Post

              When I think of Old Spice ... I think of "OLD SPICE" ... you know, their crappy, peppery smelling cologne for old men that smells like an old wood cabinet filled with rotten peppers in the back of a chinese restaurant ...? Yeah, that old spice. Their commercials are pretty bizarre, but funny. Doesn't make me want to buy it though. Looks like their trying to change their image though... and that's a good thing. Man that stuff smelled bad!

              Matter of fact, right before these commercials starting airing, I quit using soaps and shampoos in the shower. My skin and hair haven't looked and felt this good in a long time.
              This is exactly the stigma that these videos are meant to counteract....
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              • Profile picture of the author KevinTorrence
                Yep ... they don't wanna be "your grandpa's" product anymore.

                That's why they developed bizarre, "dumbed down" funny commercials... to relate to the young Internet generation who eat that stuff up and text their Facebook friends about it while driving their eco friendly car to the newest 80s remake or Twilight movie (in 3D).

                Hope it works and those kids never have to smell the "real" stuff. lol
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                • Profile picture of the author quiescen
                  Originally Posted by KevinTorrence View Post

                  Yep ... they don't wanna be "your grandpa's" product anymore.

                  That's why they developed bizarre, "dumbed down" funny commercials... to relate to the young Internet generation who eat that stuff up and text their Facebook friends about it while driving their eco friendly car to the newest 80s remake or Twilight movie (in 3D).

                  Hope it works and those kids never have to smell the "real" stuff. lol
                  Good analysis.
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  • Profile picture of the author mowens17
    Interesting, never heard of AIDA, something to consider when putting promos together,
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    • Profile picture of the author MontelloMarketing
      Originally Posted by mowens17 View Post

      Interesting, never heard of AIDA, something to consider when putting promos together,
      Wow... someone in this business hasn't heard of AIDA? That's a first!

      Sidebar factoid: 1970's Old Spice guy was Mathew Perry's (friends) father.
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  • Profile picture of the author jasoncooper
    Wow! yeah i saw a couple of his commercials! hahahah. some are even hella funny.
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  • Profile picture of the author abednego
    Normally I'd join in on the off-commenting of how bad the stuff smells...

    But I hardly wear any cologne. Ever.
    So my opinion is a little biased...
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  • Profile picture of the author Dr Livingston
    That is one of my favorite commercials. They definitely struck gold, like you said. LMAO soooo much and I even showed it to several people... that's good advertising.
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    • Profile picture of the author ahlexis
      This is the video I ended up being pointed to first, when my daughter found it.


      Then, just to understand it better, I had to watch the Old Spice commercial video which then made it funnier.

      But here's my question:

      Have any of you out there had success spoofing videos for traffic? And have you been able to turn that traffic into cash?
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      • Profile picture of the author Bill Farnham
        Interesting to note that while these ads are getting a lot of buzz they aren't helping sales of the product...

        But sales of "Red Zone After Hours Body Wash" (the specific Old Spice product Mustafa is on a horse shilling -- yeah, I didn't know that, either) have fallen by 7 percent in 2010, says WARC, another marketing tracking agency.
        That's something we should be paying attention to, as well.

        ~Bill
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        • Profile picture of the author Lawrh
          Originally Posted by Bill Farnham View Post

          Interesting to note that while these ads are getting a lot of buzz they aren't helping sales of the product...

          But sales of "Red Zone After Hours Body Wash" (the specific Old Spice product Mustafa is on a horse shilling -- yeah, I didn't know that, either) have fallen by 7 percent in 2010, says WARC, another marketing tracking agency.

          That's something we should be paying attention to, as well.

          ~Bill
          There is an old saying in direct response marketing -

          Ads that win awards seldom make sales,
          Ads that make sales seldom win awards.

          Substitute popularity or buzz for awards and the saying holds true (apparently).
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        • Profile picture of the author lJarnno2563
          This kind of marketing strategy is really effected in drawing traffic. No doubt about it since we can't deny the fact that we love to see visual ads, something that is appealing to the eye.
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        • Profile picture of the author quiescen
          Originally Posted by Bill Farnham View Post

          Interesting to note that while these ads are getting a lot of buzz they aren't helping sales of the product...
          ~Bill
          I don't know about that. First, most people already know the 'Old Spice' product ain't that great. They buy because they want some novelty - exactly what this commercial provides.
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          • Profile picture of the author Bill Farnham
            Originally Posted by quiescen View Post

            I don't know about that.
            Well, if it's true like the articles says, a 7% decline in sales appearently speaks volumes about the ads' effectiveness.

            Now, a 7% increase in sales on the other hand...

            ~Bill
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  • Profile picture of the author kevinhdavis
    I tried a "Kevin Davis Almost Naked" video for the launch of Butterfly Marketing 2.0, it didn't work quite as well.

    It still up on YouTube.

    The ad was great with the "look at your man, now back at me..."

    Kevin
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  • Profile picture of the author Andy Smith
    I wish I was on a horse

    But seriously, it's clever targeting women to buy the product, knowing Old Spice has an 'old man' stigma for males who clearly wouldn't be seen dead clutching a bottle of the stuff in the supermarket.

    The pegasus buffalo wings version makes me chuckle...

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  • Profile picture of the author eflo
    This thread is now DIAMONDS!

    Old Spice Voicemail Generator | By Chriswastaken, Area, and Nelson Abalos Jr | Thanks to Reddit

    seriously though - I laughed my ass off when these hit youtube. Total viral marketing. I am actually considering checking out body wash

    Oh right, and now the remix
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  • Profile picture of the author rypher21
    the idea was really good...no wonder it becomes a hit
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