brand strategy

Old Spice Guy Returns ... at P&G's Annual Meeting

Posted by Dale Buss on October 11, 2011 06:04 PM

The Old Spice Guy isn't quite dead and buried yet. He made a new appearance today, of sorts — at the annual meeting of Procter & Gamble, where he was praised by company executives for helping boost fiscal-year growth.

The Old Spice Guy campaign, starring ex-footballer and rising actor Isaiah Mustafa, was cited by P&G in video vignettes (including the one above) that were played at the meeting in Cincinnati as a marketing coup that boosted interest in the brand, and sales, that contributed to organic growth of 4 percent and core profits of 8 percent for P&G during its fiscal year ended June 30.

"It's good but not yet great," P&G CEO Bob McDonald said about the company's financial results overall, according to the Business Courier Serving Greater Cincinnati. "We don't settle for 'good' in this company." Indeed. P&G didn't get to become the world's presiding CPG giant by settling for anything.Continue reading...

brand news

In the News: QR TV, Old Spice Horse, Walmart Moms & more

Posted by Dale Buss on October 7, 2011 07:07 AM

In the News

Apple pre-orders for iPhone 4S will test brand loyalty and new CEO, while Steve Jobs coverage gets special treatment by newsweeklies and Simon & Schuster moves up publication of biography that will reveals his private side.

Alfa Romeo remains on uncertain road.

BMW and other luxury makers offer huge discounts in China, while Mini brand seeks to enlarge market with coupe.

ESPN and Hank Williams Jr. part ways over his "Hitler" remark concerning President Obama.

GE aims to expand lending in Europe as region's banks retrench.

Geely denies interest in Saab though it already owns Volvo.Continue reading...

that's entertainment

Hollywood Parody Ads Hot New Thing: Puss in Boots as Old Spice Guy

Posted by Abe Sauer on September 23, 2011 12:26 PM

It seems the Old Spice Guy ads just will not go gently. We're already looked at numerous parodies and copycats. We've found Old Spice inspiration in the new Dairy Queen campaign. And the pitiful clones. Pity the clones.

Now, the upcoming Shrek spin-off film Puss in Boots has gone the Old Spice route, with "the cat your cat could be like" parody above. Puss isn't the only children's film getting into the parody game.Continue reading...

ad watch

Old Spice Introduces Post-Old Spice Guy Sea Captain

Posted by Shirley Brady on September 7, 2011 11:03 PM

Old Spice is trying a variety of spokesmen in the wake of Old Spice Guy Isaiah Mustafa's face-off (then sign-off, though the character's still tweeting) with Fabio this summer. Here, the sea captain for its Swagger line, described as: "Here's a video about a man who smells better than normal and a wife that wants to kiss his lips more than normal. Nothing is normal." The tagline: "Smell better than yourself." (h/t Mashable)

it's on!

Isaiah Mustafa Outscores Fabio in Old Spice Guy Challenge

Posted by Shirley Brady on July 27, 2011 05:45 PM

As rival Old Spice Guys Isaiah Mustafa (the original Old Spice Guy) and Fabio (the "new" Old Spice Guy) continue playing out their duel for fan votes with push-ups, challenges and other manly feats on YouTube and their Twitter feeds, it appears that folks are getting a tad tired of the schtick.

According to TV ad-tracker Ace Metrix, the comparative effectiveness scores of Old Spice’s new commercials featuring Fabio and Mustafa show that the Mustafa ads are 23% more effective than the Fabio ads on average, and 19% more likeable.Continue reading...

brand ambassadors

Old Spice Guys Duel at High Noon Today

Posted by Shirley Brady on July 26, 2011 11:00 AM

As promised, Old Spice Guy (classic) Isaiah Mustafa is back, ready to face rival "New" Old Spice Guy Fabio in a duel that is scheduled to start in one hour (12:00 Eastern). Watch the virtual bout's promo below.Continue reading...

brand ambassadors

New Old Spice Guy Fabio Responds to Tweets, Old Old Spice Guy Style

Posted by Shirley Brady on July 25, 2011 04:30 PM

It's been a day of brand-created characters responding on social media.

Taking yet another page from the "Old" Old Spice Guy, Isaiah Mustafa, Fabio's "New" Old Spice Guy character started responding to Twitter comments today with YouTube videos.

The dual brand ambassadors are set for a duel — a web duel, that is — not quite at sunrise, but at 6am California time tomorrow, where both actors live.Continue reading...

brand ambassadors

Duel Identity: New Old Spice Guy Fabio vs. Old Old Spice Guy Mustafa

Posted by Shirley Brady on July 25, 2011 12:30 PM

Since introducing Fabio as the "New" Old Spice Guy last week, and then acknowledging on Friday that it would be a guest stint to take over for Isaiah Mustafa, the duelling brand mascots have been engaged in a war of tweets.

Now, Fabio has issued a challenge to Mustafa: to settle the matter with a web duel, to take place at Noon EST tomorrow.Continue reading...

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