I ask you, what is not to love about the man below?
Apparently his ability to actually increase sales of a product! If you are Old Spice, you are smarting right now. How is it that this new ad campaign has gained so much viral attention that Isiah Mustafa (yes, I love him, adore him, want my man to smell like him- screw it, I want him!) is honored with an Emmy nom, the first ad wins the Film Gran Prix at Caanes, and then product sales actually decrease by 7%?
Some are saying it is the fault of mixed messages sent by Old Spice. After all, they are targeting women who are responsible for close to 70% of all body wash purchases. Yet, the ad’s tag line is “Smell like a Man, Man.” So who is this company preaching to? In all honesty, I think the issue here is that Old Spice is viewed as a geriatric brand and Isiah cannot change that brand association with 2 great commercials and a set of killer abs. It is quite simply, a question of branding. In order to compete, they need to find a way to completely reinvent themselves and tackle younger, lifestyle driven brands like Axe, a company currently experiencing growth in the U.S. beauty market.
However, on a selfish note, I beg you Old Spice to please continue these ads. After all, I like to look from him, to my man, back to him, back to my man, back to him and wish with all I have inside that if I closed my eyes and opened them 3 seconds later, Isiah would be on my couch and ready to go…. and hopefully he would smell good, and preferably not like my grandfather.