The campaign centers on the eponymous "Man Your Man Could Smell Like", played by actor Isaiah Mustafa (Old Spice refers to him as "Old Spice Man") addressing the viewer in confident, rapid-fire monologues which promote the benefit of using Old Spice products.

Feb 23, 2023 · In 2010, Old Spice launched its “The Man Your Man Could Smell Like” campaign, which was aimed at repositioning the brand as a hip and modern brand that appeals to both men and women. The “The Man Your Man Could Smell Like” campaign was developed by advertising agency Wieden+Kennedy.

How we turned an insight about body wash into a cultural sensation, and the most popular interactive campaign in history. Old Spice practically invented body wash for men. But as the category grew, lots of brands tried to get a piece of the pie. This campaign was driven be a key insight: 60% of body wash purchases are made by women.

Mar 25, 2025 · Character over campaign. With this campaign, Old Spice created an unforgettable character—one that audiences wanted more of. Mustafa quickly became an oh-so-memeable pop culture icon. Digital as part of the plan. Old Spice turned social media buzz into the campaign’s second act. By treating the internet as a two-way stage, Old Spice set a ...

May 11, 2023 · Old Spice’s “The Man Your Man Could Smell Like” campaign was a game-changing marketing effort that successfully reinvented the brand by repositioning it to appeal to a younger,...

Sep 14, 2011 · Help from digital influencers went on to push the campaign to be talked about worldwide – In the first three months following the campaign’s launch, Old Spice captured 76% of online buzz (with over half of this coming from women).

Aug 18, 2011 · Old Spice has struck a perfect balance of content and advertising, but the fact of the matter is, other companies can, too. We caught up with a couple of writers behind the Old Spice...

On the second day of the campaign, Old Spice accounted for 8 videos out of the 11 most popular videos on the Web. By the third day, the Old Spice response campaign had more than 20...

Jun 14, 2022 · Originally debuted to promote Old Spice’s Red Zone After Hours Body Wash, the campaign saw such a positive reception that it was expanded to encompass a range of the brand’s other...

However, after more than 12 years, the results from the collaboration are undeniable, as Old Spice and Wieden+Kennedy have created some of the most talked about, shared, and successful campaigns of the past decade. As the brand voice solidified, …