The Man Your Man Could Smell Like Old Spice campaign was a cultural phenomenon. It was one of the most successful marketing campaigns of its time. After failing to sell to millennial consumers, the company took a big risk and completely changed their marketing strategy. They shifted their target audience to women after discovering 60% of their products were purchased by women. Shocking!

Founded in in 1937, Old Spice consistently had an older clientele. With their old school reputation, they were slowly losing to their competitors. Old Spice decided to rebrand their image with help from the iconic ad agency, Wieden+Kennedy.

Soon after the campaign above launched, Old Spice became the #1 brand for men’s body wash in 2010. Today, Old Spice still markets to women and continues to be one of the top products for men’s body wash.

Anyway, here’s the final image of my Old Spice Smell ‘Em Who’s Boss print casting with Wieden+Kennedy!