P&G Wins Big With Old Spice Guy

You’ve probably seen the Old Spice guy
, former Seahawks wide receiver Isaiah Mustafa, online or on TV. He’s the stud featured above who embodies manly possibilities via the scent of Old Spice. Parent company Proctor & Gamble’s Old Spice ad campaign has produced several viral hits, and a solid fan base.

Today, the Old Spice guy became interactive, and P&G’s ad company must be patting itself on the back. The Old Spice guy went live on the @OldSpice twitter feed by proclaiming “Today could be just like the other 364 days you log into Twitter, Or maybe the Old Spice man shows up.” Then, he started producing custom videos for bloggers, Facebook and Youtube commenters, and people asking him questions on a variety of other online outlets.

He’s answering all questions topless, in a shower stall. Here’s an example, after Facebook user Gail Berg wrote on Facebook: “Any suggestions on finding a guy worthy to purchase Old Spice for?”

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This is exciting. No wonder everyone wants to talk to the Old Spice guy (and, ahem, mention Old Spice and implant the brand into our brains). I myself had to log onto Facebook and ask him how he takes care of business. Hey, it’s worth a try, right?

I love what P&G’s agency has done with the interactive component, too. They’ve given Old Spice a face, and an attractive, responsive one at that. Users are building positive memories of interacting with Old Spice man. Those emotions will probably come up again in the supermarket aisle.

The interactive aspect also makes the brand more accessible online. I assume that Old Spice Man is making people more willing to follow the brand, sign up for news, and take part in other Old Spice marketing activities.

Consider it a major marketing win.

Written by Drea Knufken

Drea Knufken

Currently, I create and execute content- and PR strategies for clients, including thought leadership and messaging. I also ghostwrite and produce press releases, white papers, case studies and other collateral.