Same Old Spice

Nick Butterfield

SWAGGER CAMPAIGNOld Spice ran the Swagger campaign in March of 2008. This campaign was a strategy to take “Glacial Freeze” (Old Spice’s worst selling scent) and remodel it into “Swagger” to promote sales. This stunt would attempt to trick consumers to purchase their worst product… Results?

SUCCESS!

Old Spice took their profits from this scent from less than $20,000 to over $100,000 in less than THREE QUARTERS.

This was done without creating a new product, no new scent development, just a new name, new design, and a few of the right spokespeople.

ROUND TWOAqua Reef is currently Old

Spice’s smallest line. All of the original scents remaining have seven products in their line while Aqua Reef only has four. This gives way for another opportunity to get this scent sales up to increase the product line from four to eight just as Swagger.

KEYS TO SUCCESS

•Who are you

targeting?

•How will you catch

their interest?

•Who will sell it?

•What will you call

it?

Who could be the one?

• Popular in target market• Fits buyer persona profile• Social media sensation• Passed advertising success

SOCIAL MEDIA

•Viral videos

•Wide product range

•Community

involvement

• Fantasy

Factory

• Facebook

• Twitter

WHAT COULD WE CALL IT?

DO WORK

Easy RecognitionMemorableModern useAssociation to spokespersonFits brand persona

DO WORK.

MEASURING ROI

•PPC Ads

•Online Promos

•Free Sample ads

•Rebate polls

Determine what percentage of revenue came specifically the “Do Work” campaign rather than from Old Spice advertising in general

PPC and all online ads and promos can be spread on both Old Spice and Rob Dyrdek’s pages on Facebook, Twitter, and YouTube. Receiving the vouchers can only be done on through these social media outlets

D O W O R K

APPROXIMATE NUMBERS

• 10% developing budget

• Spring Release• 40% of the

advertising budget• 300% increase

over three quarters

DOWORK

DOWORK

DO WORK

DO WORK