Old Spice, New Slice: How a Wild Ad Scent-sationally Revived a Classic

Once dismissed as “your grandpa’s deodorant,” Old Spice was fading fast—until a single wild commercial turned everything around. In 2010, the launch of “The Man Your Man Could Smell Like” ad, starring Isaiah Mustafa, didn’t just sell deodorant—it rewrote the rules of branding and viral marketing.

 

Key Highlights:

 

The Game-Changer: The quirky, rapid-fire commercial debuted during the Super Bowl, blending absurd humor, direct address, and visual gags. It instantly went viral, racking up millions of views on YouTube.

 

Sales Surge: Within months, Old Spice’s sales soared by a staggering 125%, reversing years of decline and outpacing competitors.

 

Social Media Mastery: The campaign sparked a social media frenzy. Old Spice responded to fans and celebrities in real time with personalised video replies, creating a two-way conversation that deepened brand loyalty.

 

Targeting a New Generation: The brand shifted its focus from older men to young adults and women (who often buy men’s grooming products), making Old Spice relevant and aspirational.

 

Creative Consistency: Follow-up ads kept the momentum going, with surreal humor and memorable taglines that reinforced the brand’s new identity.

 

Outlook:

Old Spice’s rebrand is now a textbook case in marketing, proving that bold creativity, digital engagement, and a willingness to break the mold can revive even the most outdated brands. The campaign didn’t just boost sales—it made Old Spice a pop culture icon for a new generation.

 

Source: Adweek, Harvard Business Review, The Drum