Since this is a marketing blog, I thought that it would be fitting for my first post to be about my favourite marketing campaign. the Old Spice Campaign featuring Isaiah Mustafa

It’s true, growing up it was only ever my Grandpa and my Deda (Russian for grandpa) that used Old Spice , and the smell of the original Old Spice still reminds me of them. However, since this Campaign premiered in 2010, Old Spice has been able to reinvent their image and appeal to the younger generation. In fact, when I just walked into the bathroom that I share with my 14 year old brother, there was an Old Spice Ocean Spray deodorant sitting on the counter.

The secret to their success was a Social Media campaign storm, that directly interacted with the younger generation in real time. Apart from having hilarious commercials and clips (which strategically only ran for a few short days on very specific channels to keep interest high), the ‘Old  Spice Guy’ directly communicated with his audience via Twitter. Even better was Isaiah’s Youtube feed, which responded to users interpretations and questions immediately with more home-made clips (there are over 175 Youtube clips on the Old Spice Channel).  It’s been over a year since the campaign took the Internet by storm, and yet Old Spice is not losing steam. Though Isaiah has since stepped down as the Old Spice Guy, after a very public “dispute” against the stereotypical heart-throb Fabio, a new video was released two weeks ago that claims you can “Smell better than yourself” with a hot girl telling the Old Spice captain to “Not tell her nose” that he isn’t a captain with limitless treasures. Simply Genius.

All I know is that I would kill to have Isaiah Mustafa bake me a cake in the kitchen of my dreams that he built me. Thank you Old Spice for heightening my expectations of the perfect man!

I got some of my information from here