Cannes Lions

OLD SPICE FRESH COLLECTION

WIEDEN+KENNEDY, Portland / OLD SPICE / 2012

Overview

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Overview

Description

The scents of Old Spice have the power to transform the otherwise ordinary driving commute of gift-giver females into an extraordinary journey. This campaign shows how when ladies give the gift of Old Spice, their men smell like the love adventure that they have always dreamed of.

Outcome

Dominate share of conversation: Old Spice successfully dominated the social waves during the holidays:•Over 75% of conversations in social media were around 'Manta Claus' •574m impressions•Over 3MM YouTube views in 5 days and 27,000 comments and ratings, with an astonishing positive sentiment of 98.6% •An increase of 913% in Twitter mentions and a 500% increase of people talking about the brand on Facebook

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