Proctor and Gamble 2011 Annual Report Download - page 28

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Guys aren’t impressed with body washes and deodorants that make
them smell like fruit and flowers. And women —who purchase
60% of these products for them—don’t want them to smell that
way either. Old Spice had the products guys wanted—and that
women wanted for their guys. But getting their attention was
anything but easy. Until we discovered a big idea: “Hello,ladies!”
Old Spice created the “Smell Like a Man, Man” campaign—
a movement that would catapult the brand onto the social media
stage and earn unprecedented acclaim and business results.
Thebrand cast Isaiah Mustafa as a charismatic and suave character
to convince both men and women to choose the manly scent of
OldSpice body wash and deodorant over “lady scented” brands.
The campaign first launched in North America in February 2010,
just before the Super Bowl. Since its launch, it has generated
33million YouTube views and 4billion total impressions. Within
3months of the campaign’s first appearance, volume of OldSpice
body wash shot up by 40%, and is now at an all-time high for
the brand. The success in North America is being transported to
other parts of the world.
In addition to improving the everyday lives of guys who are
navigating through the seas of manhood, the “Smell Like a Man,
Man” campaign has gained global recognition, winning more
awards than any single P&G brand campaign in history at the
2011 Cannes Lions International Festival of Creativity. The business
results are equally impressive, with double-digit global sales
growth and continued strong share growth over the past year.
Old Spice: Touching More Lives
Through Social Media
“We’ve been able to touch our consumer
in a way that has built a relationship
beyond the product. They see OldSpice
as a friend, and a part of their life.”
Kenyata Martin, Global Brand Manager, Old Spice
26 The Procter & Gamble Company