When it comes to old Spice i get peppy about there marketing campaign. Its not something that happen with loads of brands. My last memories with it goes back to when i was small boy, I still remember that Blood Red tube of old spice shaving cream that my dad used.
Procter and gamble always had great marketing strategies. It is a classic example of how a brand created massive viral publicity solely through its 1 min ad-campaign. That's evident from its most viewed video on Youtube accounting for 100000 views per hour after it was broadcast during super bowl accounting to 4.7 million of total views.
P&G have impressive portfolio with some of the highest grossing products. The kind of marketing they (Wieden + Kennedy) did was extraordinary. They did "blitzkrieg marketing" where a shot of adrenaline is pumped to rock the whole campaign.The German military strategy to conquer the Europe was based on this principle.
In fact that company took bigger risk with marketing as they gave full freedom to marketing team without reviewing the video and getting it approved by management. According to one of the writers of marketing team "We had to make [more than] 168 videos in two days, there would've been absolutely no way to have a client approval process"
One of my favourite capaign is where terry crews flexes his chest muscles and shout. (no other brand can even think of airing such unconventional kind of ads)
Though be it old spice or some other brand, In market out of the box ideas are perceived well among target and even gaining new customers. Its all about gaining consumer's attention be it through guerrilla marketing, humour, wit or flexing chest muscles.
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