The Old Spice Experience
In the UK, in my mind at least, Old Spice has an old-fashioned association. The branding and name brings to mind surfboards and Orf’s Camina Burana; the 70’s ad that burned this into my mind does not appear to be online but here’s lots of info about it.
But the brand has moved on a lot since then, catalysed by its purchase in 1990 by P&G, extended and is now the No1 deodorant/body wash brand in the US. It’s recently launched a new campaign using Bruce Campbell, which seems to be getting a fair bit of buzz. This campaign, with associated microsite, extended the Old Spice digital world.
The main site is going to be changed soon but currently is product focused, with call-outs to the Experience campaign as well as a well put-together video mixing site. They also have a site for their signature cologne, where the message is about lifestyle and endless adventure.
But the current focus is on Experience Old Spice, where the brand is being linked to wordly experience and how using it could convey that you, too, are a man of the world, that you are not swayed by fashion but by quality.
Clicking through, you get to partake in a 50 part questionnaire, which assesses your experience level and provides you with a 6 page, coolly-designed, report at the end with where you rate on the scale. The engagement and commitment level to get through this is high and I’m guessing the drop off rate could be high. However, if you go for the training area first, there’s a lot of funny info that brings the brand DNA to life.
From taking a screen icon to driving home the message that experience matters, Old Spice is not setting itself up against all the fashion scents that are advertised with scantily-clad models but as a lifestyle choice, of erudition and style. Everything fits..and it’s partly succeeded in driving the old image from my mind. But every time I hear the song I will still see the old commercial ;-)
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POSTED IN: Branding, Buzz Marketing, Consumer Packaged Goods, Engaging the Customer
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