Campaign Brief can reveal that Wieden & Kennedy Portland’s ‘The Man Your Man Could Smell Like’ campaign for Old Spice, which launched in February, has resulted in increased sales for Procter & Gamble in the U.S.
“Old Spice is now the number one male body wash and deodorant in both dollar and volume share,” according to a spokesperson for Old Spice when contacted via W&K creative directors Eric Baldwin and Jason Bagley on behalf of CB. “While we can’t disclose specific sales data, we can tell you we are very happy with the positive business growth that has been a result of the campaign.”
According to an article on Thursday on Forbes.com, total sales for Old Spice body wash at supermarkets, drugstores and mass market retailers excluding Wal-Mart were up 16.7% in the 52-week period ending June 13, according to SymphonyIRI Group, a Chicago-based market research firm.
Fronted by the hunky Isaiah Mustafa, the first spot in the campaign wonthe Grand Prix for film at Cannes 2010 and was followed by up with’Questions‘ , which launched earlier this month. This week W&K generated a viral sensation globally when Mustafa directly responded toquestions tweeted to him or posted on Facebook by fans and celebrities. The video marathon resulted in almost 200 videoscreated on the fly, written by Baldwin and Bagley together with creative team Eric Kallman and Craig Alen, and posted on Old Spice’s YouTubechannel.
Then it had to end…..