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The Old Spice Man debuted in a 2010 Super Bowl ad, bringing humor, masculinity and intrigue to a brand that was all-but forgotten

Ad: The Man Your Man Could Smell Like4

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ADS BETWEEN TV SHOWS

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36%

39%

25%

Conversations after the Ads in 2010

Old Spice (Male)Old Spice (Female)Others

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Positive buzz was created on YouTube in the form of ‘inspired’ videos

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MARKET COMMUNICATION & RESPONSE

Ad: Questions 12

Ad: Reply

OLD SPICE RESPONSE CAMPAIGN

In 3 days 186 video responses were filmed for fans and celebrities The most popular and interactive campaign in history

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THE RESULTS

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SALES OF OLD SPICE ROSE UP BY 107%#1 BODY WASH FOR MEN

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