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The Old Spice Man debuted in a 2010 Super Bowl ad, bringing humor, masculinity and intrigue to a brand that was all-but forgotten
Ad: The Man Your Man Could Smell Like4
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ADS BETWEEN TV SHOWS
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36%
39%
25%
Conversations after the Ads in 2010
Old Spice (Male)Old Spice (Female)Others
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Positive buzz was created on YouTube in the form of ‘inspired’ videos
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MARKET COMMUNICATION & RESPONSE
Ad: Questions 12
Ad: Reply
OLD SPICE RESPONSE CAMPAIGN
In 3 days 186 video responses were filmed for fans and celebrities The most popular and interactive campaign in history
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THE RESULTS
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SALES OF OLD SPICE ROSE UP BY 107%#1 BODY WASH FOR MEN
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