|Old Spice Brand Gets Hilarious and a Little Creepy
By: Cindy Wendland
Old Spice commercials played heavily during the NFL playoffs and have most people laughing. “Smellcome to Manhood” and “Sprayed a Man of My Son” are some of the fun phrases Proctor & Gamble (P&G) used to promote the Old Spice re-fresh body sprays.
It would be difficult to find someone over 40 years old who has not heard of Old Spice. The product was introduced in 1937. Through heavy advertising, the colonial sailing ships became their trademark. Old Spice aftershave and cologne products were a staple for most men. It was also a traditional Father’s Day and Christmas gift. P&G bought the product in 1990 and has made several innovations.
To keep the brand relevant and growing, P&G is targeting a younger consumer in a popular form. The Old Spice Made a Man of My Son commercial shows young men with their girlfriends and their mothers somewhere in the scene — in a laundry basket being pulled by a car, popping out of the sand, washing up on the beach, hidden behind a curtain, and more. The images are funny. The sadness of the mothers, their unkept appearance, and how they pop into the scene is a little creepy. Yet most people tend to find it funny.
Old Spice was popular and relevant back in the day. Now formulated as a re-fresh body spray, Old Spice is available in the popular application form young men prefer. The slant of the ad is funny and memorable.
The women in the commercial probably bought Old Spice for their fathers. Now they are seeing their sons use Old Spice and growing up and getting involved with a young woman. The brand spanned several generations, reinvented itself, connected in a humorous way with its target market, and is popular once again.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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