Recently Old Spice came out with commercials featuring Isaiah Mustafa, the "The Man Your Man Could Smell Like" as their campaign. The television ads moved onto a series of ads on YouTube that featured questions sent in using Twitter.
The popularity of this campaign has spread across the internet and has been a huge success for showing how viral media can spread. But as of now the success is more for social media than for Old Spice. Their sales aren’t showing the same level of popularity.
The one constant that they have in their favor is that everyone does know it’s an Old Spice commercial. Which is more than I can say at the end of most Super Bowls when after watching the commercials; I remember the commercial but forget the product.
So the brand recognition and getting people to talk about them is definitely working. Old Spice is trying to overcome years as being known as an older man’s product. So to expect any single campaign to change that thinking by the consumer in such a short amount of time is really an impossible task.
They are on the right track and if they can take this momentum and build on it to increase awareness then they have a chance to lure in younger men who would be willing to buy the product or for women who shop for their men to give it a chance.
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