Old Spice Body Wash Sales Down Despite Popular Add Campaign
I recently reviewed the Old Spice Red Zone Swagger Body Wash and gave it mediocre reviews.
I did like the scent, but however it did not make me feel very clean and it left a slick film on my skin.
Reviews aside, another aspect to this line up of body washes is the advertising campaign that has gone viral.
The spokes person for this campaign is none other than Isaiah Mustafa, former NFL player and current film actor.
Isaiah is featured in these commercials showing off his stellar physique while doing an array of manly type activities.
The commercials have been wildly popular since their debut.
The catch phrase "Your man should smell like an Old Spice man" has been blasted on the TV to countless men over the past few weeks.
There YouTube campaign in which Isaiah Mustafa answered questions from viewers as well as celebrities has received over 12 million views in a very short time.
The only problem it seems with this wildly popular ad campaign is that men are not buying Old Spice body washes.
In fact sales are down 7% since the wild success of this advertising campaign.
How could such a popular add campaign with over 12 million views on YouTube fail at selling $4 body washes to the average man? My personal opinion is that the ad campaign kind of talks down to the man, while the message is delivered to the women.
"Ladies does your man smell like an Old Spice man?" Men do not like to be talked down to, nor do they like being compared to professional athletes in front of their wives of girlfriends.
They especially do not like being emasculated by a man with a great physique in the sanctuary of there own house.
The add campaign, while entertaining and mildly humorous was created with the thinking that women do the grocery shopping and want their man to smell and look like Isaiah Mustafa.
The problem with this thought process, is that many men do their own grocery shopping these days.
Unlike the 1950's, men do many tasks that were typically associated with the women of the house.
Here is another update, many households in the United States are made up of two men and the lack of a women doing all of the shopping for them.
:) Another roadblock that Old Spice is up against is the fact that there core demographic is a bit older than most of their competitors.
Many are even senior citizens who grew up using Old Spice.
Many of these core customers are 40+ and are not really interested in smelling like a 20 something hip cat.
Nor are they interested in body washes.
Most men in there 30's+ are used to using bar soap and are not willing to trade in there bar for a gel based body wash and a loofah every morning.
I personally thought that Old Spice Red Zone Body Wash was a decent men's body wash.
I am not willing to say that I would be willing to switch from my bar soap for it.
But it is not a bad product.
What can Old Spice learn from this ad campaign? 1.
Don't talk down to Men.
2.
Don't emasculate Men in front of their significant others.
3.
Don't assume that women are the only ones on the planet that purchase soaps, lotions, deodorants or hair gel.
Men shop for themselves these days.
4.
Many Men are set in their ways.
They like the products that they are already using and have no intention of switching.
I did like the scent, but however it did not make me feel very clean and it left a slick film on my skin.
Reviews aside, another aspect to this line up of body washes is the advertising campaign that has gone viral.
The spokes person for this campaign is none other than Isaiah Mustafa, former NFL player and current film actor.
Isaiah is featured in these commercials showing off his stellar physique while doing an array of manly type activities.
The commercials have been wildly popular since their debut.
The catch phrase "Your man should smell like an Old Spice man" has been blasted on the TV to countless men over the past few weeks.
There YouTube campaign in which Isaiah Mustafa answered questions from viewers as well as celebrities has received over 12 million views in a very short time.
The only problem it seems with this wildly popular ad campaign is that men are not buying Old Spice body washes.
In fact sales are down 7% since the wild success of this advertising campaign.
How could such a popular add campaign with over 12 million views on YouTube fail at selling $4 body washes to the average man? My personal opinion is that the ad campaign kind of talks down to the man, while the message is delivered to the women.
"Ladies does your man smell like an Old Spice man?" Men do not like to be talked down to, nor do they like being compared to professional athletes in front of their wives of girlfriends.
They especially do not like being emasculated by a man with a great physique in the sanctuary of there own house.
The add campaign, while entertaining and mildly humorous was created with the thinking that women do the grocery shopping and want their man to smell and look like Isaiah Mustafa.
The problem with this thought process, is that many men do their own grocery shopping these days.
Unlike the 1950's, men do many tasks that were typically associated with the women of the house.
Here is another update, many households in the United States are made up of two men and the lack of a women doing all of the shopping for them.
:) Another roadblock that Old Spice is up against is the fact that there core demographic is a bit older than most of their competitors.
Many are even senior citizens who grew up using Old Spice.
Many of these core customers are 40+ and are not really interested in smelling like a 20 something hip cat.
Nor are they interested in body washes.
Most men in there 30's+ are used to using bar soap and are not willing to trade in there bar for a gel based body wash and a loofah every morning.
I personally thought that Old Spice Red Zone Body Wash was a decent men's body wash.
I am not willing to say that I would be willing to switch from my bar soap for it.
But it is not a bad product.
What can Old Spice learn from this ad campaign? 1.
Don't talk down to Men.
2.
Don't emasculate Men in front of their significant others.
3.
Don't assume that women are the only ones on the planet that purchase soaps, lotions, deodorants or hair gel.
Men shop for themselves these days.
4.
Many Men are set in their ways.
They like the products that they are already using and have no intention of switching.
