Ok,  sometimes you just have to appreciate a great advertisement and marketing. Being in business, I’m always curious about how companies brand their image or get people to remember their products. It is essential to capture new customers and keep the old. So when a company attempts to re-brand its image to a new demographic, I like to take notice.

So when I saw the Old Spice commercial, The Man Your Man Could Smell Like, I have to say it was hard not to re-frame my thinking on this brand. I’ve always associated Old Spice with older men. For me it is not the kind of product I would imagine a younger man ever using…at least not until I saw this ad.  Obviously it is geared towards women… who have the purchasing power for bath products (and yes, I DO admit it is sexist–if the roles were reversed and it was a woman I would be highly offended–yes, I admit to the double standard) Every time I see this ad on TV, I laugh.  I laugh at the absurdity, the cheekyness, and blatant “you are being marketed to” message. It actually made me think that I wonder how my husband would smell using it. That’s the goal of marketing, right? Provide the benefits to the customer in a memorable, meaningful way. Of course, I can see through the ad and realize how manipulatively I was being marketed to, but also admit, it worked!

Well, I also admit, I’m not rushing out to buy Old Spice for “my man” but I will give kudos to the agency that captured my attention, made me laugh, and actually gives me the impression that Old Spice isn’t just for old men. Maybe if it’s on sale I’d consider purchasing it for “my man” . Of course the ad execs realized that a little eye candy doesn’t hurt either!