From Old Spice to New Spice

You might have recently seen the new Old Spice commercials featuring Isaiah Mustafa on TV. With the tagline  “I’m the man your man could smell like” and the energetic creative execution, they are changing perceptions of Old Spice; it’s no longer just for older gentlemen, it’s a fresh, newly energized brand with an injection of humor that livens up what was a tired, irrelevant 70s/80s icon.

But the ‘freshest’ thing about this campaign is their use of social media channels, especially Twitter and YouTube. Between July 12 & July 14th they started responding to messages on Twitter, blogs and other websites that mention @OldSpice with short personalized videos.

This is viral marketing at its best! What do you think of them? Will this campaign tempt you to go out and give it a sniff? I for one look forward to seeing what else they come up with and yes, I might buy some Old Spice for the husband!