I share some of your concerns re. overconsumption, but I’m a total hypocrite overconsumer myself, so I’d never throw that particular stone from inside my lovely glass house.

And this campaign is just unequivocally awesome, it deserves all the plaudits (and increased sales!) its getting.

The result of this will be that old spice sell more cosmetic product. How is that awesome, or sexy? Who actually needs it? Do we even like old spice? How many of the worlds resources have gone into making it? what’s the point?

great, intelligent advertising campaign. Its such a shame that its an advertising campaign.

Do you think there is a kind of commercial agreement there ?

The more you get in my face the less a buy…………

And of course, the impact of the latest online SM content won’t be included yet, and we should see further increases in sales (albeit based on US sales when the campaign is now clearly global).

One of the great pities is the unwillingness of lots of clients to transparently (and unbiasedly) report their tracking data.

Just an FYI: I read this this morning: “Old Spice campaign is not only great, it sells – now #1 in U.S. in both dollar and volume share”

link –> http://www.campaignbrief.com/2.....um=twitter

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.”

Cheers.
Andy

http://industry.bnet.com/adver.....-are-down/

“For instance, it was none other than P&G that picked up the Film Grand Prix this year for Old Spice’s “The Man Your Man Could Smell Like” TV spot from Wieden + Kennedy. There is little doubt about the viral hit’s popularity. Launched in February, the official version has racked up nearly 12.2 million YouTube views.

But sales of the featured product—Red Zone After Hours Body Wash—aren’t necessarily tracking with that consumer appeal: In the 52 weeks ended June 13, sales of the brand have dropped 7 percent according to SymphonyIRI. (That amount excludes those rung up at Walmart.) P&G execs were not available to comment.”

Forget ‘Dad’s brand’. Until this work launched, Old Spice was ‘Grand Dad’s brand’.

They’ve jumped two generations in a single bound. God bless ‘em.