Old Spice: The Man Your Man Could Smell Like Responds to the Internet

Category: Brand Experience, Media Innovation and Single Impact Engagement
Brand/Client: Old Spice / Proctor & Gamble
Primary Agency: Wieden+Kennedy
Contributing Agencies: Paine PR


Old Spice introduced body wash for men in 2003. And with total body wash sales recently eclipsing those for bar soap, many male brands (including Dial, Irish Spring and Nivea) have swooped in to get a piece of the pie. In fact, by 2009 the competition had become so fierce that Old Spice's share in the male body wash segment was starting to slip.

To make things more difficult, Unilever announced it would be launching a big campaign for Dove Men+Care body wash on the Super Bowl in February 2010. With legions of loyal female shoppers, Dove was in a great position to win big in the male body wash segment.

In this low-involvement category, how could Old Spice generate excitement with guys who are not currently Old Spice customers? Perhaps more importantly, how could Old Spice protect its share in the category?