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April 21, 2017

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I'd argue that the Old Spice work came from a different, but equally killer question, which is "Who are we really talking to here?"

The answer Old Spice came up with was "women".

The line they used to re-launch made it abundantly clear: "The man your man could smell like."

You are quite right, that was the question they asked for the campaign that became the old spice guy.
But this was actually part of a much bigger spread of work including mad body builders and even mums thanks very old spice for turning boys into men.
It actually launched with ads featuring a mature suave type talking about experience all hanging off the experience proposition
I guess you highlight another question -what's the campaign idea and what's the brand idea!

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