Old Spice returns to roots for 10th anniversary of 'Smell Like a Man, Man' campaign

Dive Brief:

Procter & Gamble's Old Spice brand is bringing back Isaiah Mustafa, the original "Old Spice Guy" from its decade-old viral campaign, "Smell Like a Man, Man," for its new effort, the company announced in a press release.
The new "Smell Like Your Own Man, Man" is a humorous update on the classic spot. In two new videos, "Time Out" and "Office Visit," the Old Spice guy returns and tries to give his son (actor Keith Powers) advice on how to smell good. In the first ad, the Old Spice Guy interrupts his son's basketball game and in the second spot, he interrupts an office meeting, wrapped in just a towel in each clip. The embarrassed son tells his father he prefers Old Spice's new Ultra Smooth line.
The outreach includes digital, social media and TV ads. Additionally, Mustafa and Powers will take part in several activations on Jan. 23 and will be in Miami during the week before the Super Bowl. The campaign was developed by Wieden + Kennedy, and the brand teased homages to the original ad from social media creators and a "surprise" appearance from the Old Spice Guy during the Super Bowl broadcast.

Dive Insight:

P&G had a massive viral hit when the original Old Spice Guy hit the scene. Mustafa introduced the brand character at a humorous 2010 Super Bowl ad, "Hello Ladies." The first spot garnered more than 105 million online views, as well as an Emmy Award, driving major brand awareness that helped lead the product to dominate the category.

That ad generated a series of follow-ups including "Responses," which also went viral. More people viewed the spot in one day than President Obama's 2008 election-night acceptance speech, according to Fast Company. This massive audience led to the brand doubling sales that year.

The new Old Spice Ultra Smooth product line targets a younger audience, and by adding a fresh face to this well-known, humorous campaign, the brand could potentially build momentum while reaching Gen Zers or millennials who may have been too young to notice the original ad from years ago.

Millennials are known for their preference for liquid soaps, with 60% saying they like liquid over bar form, per Mintel. Old Spice seems to be targeting this consumer consumption pattern by creating a new voice in the Old Spice Guy campaign. Clearly, Keith Powers' character has his own preference when it comes to how to use Old Spice products.

Beyond the classic Old Spice character, the brand is known for its quirky marketing tactics. In 2018, it ran a unique pull-out print ad in GQ magazine. The ad transformed into an adult-sized paper blazer scented with the Procter & Gamble brand's new line of fragrances for men.