The sweet smell of success from Old Spice / by Mike Takahashi

Old Spice logo

A while back Old Spice began running a very successful ad campaign featuring Isaiah Mustafa as their spokesman for Old Spice Body Wash that caused a huge viral sensation online. One of the most popular ads was short video called "The Man Your Man Could Smell Like." It featured a beautifully crafted one take shot that now has over 22 million views on YouTube.

Since the campaign launched, Old Spice Body Wash sales have skyrocketed into double digits. They are now the No. 1 brand of body wash and antiperspirant/deodorant. The success has even translated into countless parodies including one by Sesame Street. Now, you know you've done something great when Sesame Street creates a parody.

And when your competitor Axe starts to refer to your campaign within their own marketing, you've definitely hit the ball out of the park.

Axe billboard ad

At a recent conference, Procter & Gamble's Global Brand-Building Officer Marc Pritchard explained how they were able to revitalize a 70-year-old brand. By defining its purpose and tapping into a deep human insight to make the brand more relevant, they were able to create a highly successful campaign.

If you're curious to see how the video was made, here's a great interview with Craig Allen and Eric Kallman of Wieden + Kennedy.