Old Spice is a Whole Truth Brand: “The Man your Man Could Smell Like” is the perfect marketing with women execution

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Last night while catching up on last week’s DVR’d Lost, I saw for the first time a new pool-out of Old Spice’s “Smell like a Man, Man” campaign and I loved it!  I must have rewound it 3 times!  This new spot from Wieden + Kennedy, “The man your man could smell like”, hits the Whole Truth right on the head. 

Not only do they give a nod to the fact that men are grabbing their partner’s “lady scented” body wash while in the shower, they also recognize that the primary shopper for body wash is most likely the woman of the house. 

While the earlier spots specifically targeted him, this one takes a turn and focuses on her. The over-the-top flaunting of the beautiful man on the beautiful yacht, offering the perfect gift  “Two tickets to that thing you love.” is a sneaky way to sell men’s body wash.  Make her want her man to smell like a man…If you can’t sway him, sway her!  The execution is brilliant and my next trip to Duane Reade might just include a stop at the Old Spice shelf!

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May 27, 2022
by Mary Lou Quinlan

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