Despite worldwide viral success, Procter & Gamble’s Old Spice misses the boat in Australia
Procter & Gamble has missed the chance to cash in globally on one of the most successful viral advertising campaigns of all time, reports Lara Sinclair in today Media section of The Australian.
Reports Sinclair: Despite the lack of local marketing support and the brand’s 70s sailingimagery heritage, supermarket chain Coles has at times experienced a400 per cent increase in sales for Old Spice-branded stick deodorantfollowing the launch of the famous “Smell like a man, man” campaigncreated by US advertising agency Wieden + Kennedy.
Adds Dejan Rasic, co-founder of ColmanRasic, Sydney: “Everyone was talking about (the Old Spice campaign),” he said.”It makes it kind of acceptable to have it on your bathroom shelf.Many, many years ago, I think my dad had it.”
6 Comments
The ad was clever but reality is that Old Spice smells terrible.
I would wear Lynx first and that is saying something.
No matter how good the ad, you still need good product to follow up with.
Aussie men don’t need to be told not to use lady scented body wash, but it appears their lady folk do.
Or maybe it’s the overwhelming power of Mustafa Isiah’s sparkly eyes.
However if you do the math, if you’re getting 1 inquiry a week and it goes to 4, that’s 400%. 1 inquiry to 3, that’s 300%.
There are some pretty round figures in that article.
“..Old Spice no longer has a brand manager in Australia, according to a company spokeswoman, its body washes and spray deodorants are not sold here, and there are “no current plans” to introduce them.”
That’d be right, but is anyone surprised? Clients here are, without a shadow of a doubt, some of the worst in the world.
I have been using Old Spice stick deodorant since 1962. As we all know, it disappeared from all sales areas sometime ago. Old Spice is aluminium free, and way back when I started using it, I believe that it was the only one for men on the market. Those that criticise the product apparently do not have the aluminium serious problem that I have. Try using another product and look like you have been drenched in scalding water and you will know what I mean. How do I import this product at a reasonable price?
11.01 – normally I’d agree with you, but old spice is so old school that it’s got ironical hipster cred just waiting to happen. my bet would be that of the consumers who account for the increased sales, 90%+ would be wearing casio watches and other so-uncool-it’s-uber-cool accessories.
Look, guys.
In Australia, Old Spice comes in one format and scent.
In America, it comes in many (many!) formats and scents. And it’s been that way for at least a dozen years. It’s an entirely different brand in America. Sure, it’s selling even more now. But most dudes I know have been using Old Spice deodorant and/or body wash since the late 90s.
The reason it’s not selling in Australia is because they only have the one, original product that smells grandpa’s balls.