Over 23,541,173 views on Youtube. 91,675 Likes opposed to 1,435 Dislikes. Countless parodies created, including the famous Sesame Street ‘’Smell Like a Monster’’ spoof. Youtube comments even start to sound like the actual commercial’s script. The most popular being:
‘’Look at your comment, now back to mine. Now back at your comment now back to mine. Sadly it isn't mine, but if you stopped scrolling and started posting legitimate comments it could look like mine. Look down, back up, where r you? Ur scrolling through comments, writing the comment your comment could look like. What did you post? Back at mine, it's a reply saying something you want to hear. Look again the reply is now diamonds. Anything is possible with legit comments. I'm on a chair.’’
Hmm… what does that tell you about such a campaign? Catchy? Brilliant? Think again. Funny! Genius? All of the above!
Think about a brand that was silent for years and perceived almost as a dead brand, to a brand that generated an overnight craze!
Everyone will agree the new Old Spice campaign is brillant and has clearly been effective in generating buzz - thanks to catchy and genius copy and a sexy dude. What is even more fascinating is the way it managed not only to spark consumers’ attention and entertain them with a humouristic commercial, but to engage them as well in the process. This is demonstrated above in the Youtube comment example, which is key, especially in today’s society.
But now, let’s put aside the campaign. The real question here is has the Old Spice brand indeed resurrected itself from the dead…?
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