Turnaround · United States · 2010
Old Spice: ‘The Man Your Man Could Smell Like’
An ageing brand seen as ‘your grandfather's aftershave’ reinvented itself with absurd humour aimed at women who buy men's body wash — and then replied to fans with nearly 200 personalised videos.
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
by the numbers
- Campaign launch
- February 2010
- Personalised video replies
- about 186 in roughly 2 days
- Reported body-wash sales lift
- roughly doubled
What happened
Old Spice was associated with older men, while younger men bought brands like Axe. Research showed women bought a large share of men's body wash for their partners.
In February 2010 Wieden+Kennedy launched ‘The Man Your Man Could Smell Like’, starring Isaiah Mustafa, speaking directly to women in one surreal, continuous shot. It spread rapidly online. In July 2010 the team filmed about 186 short personalised video replies to fans and celebrities on social media over roughly two days.
The campaign became one of the most viral of its time. Old Spice body wash sales reportedly roughly doubled in the following months, and the brand's image was transformed for a younger generation.
Timeline
- 2010
Campaign launch (February); real-time replies (July).
what made it work
- Targeted the actual buyer, not just the user.
- Memorable, absurd humour that people wanted to share.
- Real-time personalised responses built engagement.
the lesson
Know who actually makes the purchase decision — and give people something worth sharing.
Apply it to your business
- 1Identify who buys, not just who uses, your product.
- 2Humour and surprise drive sharing.
- 3Respond personally to fans when they engage.
Laws at work in this story
Figures are rounded and drawn from public reports, company filings and widely cited coverage at the time. Check the company's latest filings before relying on any number.