Old Spice campaign a success
Posted July 28, 2010 4:21 pm.
This article is more than 5 years old.
For Old Spice it’s the smell of success.
Isiah Mustafa, the actor featured in the hugely popular Old Spice ad campaign, is headed to Hollywood.
He’s been offered a role in a Warner Brothers movie.
Mustafa, known as the “Old Spice guy,” has helped boost sales by more than 100 per cent.
“It’s a brilliant piece of up-to-date marketing,” Marketing expert Alan Middleton said.
Middleton is with the Schulich School of Business and told 680News the company created a buzz online long before the old spice guy’s chiselled chest appeared on TV.
“They Twittered, they Youtubed, they used all the contemporary connections to get the story out there.”
Middleton doubts the Old Spice guy will ever start to stink.
“If they keep being cheekier in the underground networks – in the Youtubes and the Facebooks – then they can keep it going for a while,” Middleton thinks.
Middleton told 680News the brand really didn’t have anything to lose.
“They’re not all of a sudden making Tide a figure of fun. They’re doing it with a brand that wasn’t going very far,” he explained.
Sales are up 107 per cent and the Old Spice YouTube commercials have been viewed more than 58-million times.
