This ain’t your daddy’s cologne

Unless you’ve been living under a rock or taken a break from stalking people on their social media sites, then you probably haven’t seen the new Old Spice “Smell Like a Man, Man” marketing campaign. Apparently Old Spice has dedicated a lot of money to their new branding campaign and you know what.. It’s working.

I have to admit when I first saw the commercial I was like, “Eh, okay.” However, the guys in the office think they’re hilarious. What I appreciate is the genius approach to utilizing social media. If you send a tweet to their Twitter account @oldspice you might just get a video response via YouTube within a couple of hours. <-- Which is just bananas to me! No, seriously. Do they have the actor (Isaiah Mustafa) in the studio all day waiting to respond to people?

And then there’s the Old Spice Voice Mail . A free, customized voice mail service. Just upload your phone number, pick a message and you can have the Old Spice man leaving an outrageous voice mail for your callers.

The marketing campaign is a great example of how meaningful creativity and strategic execution can revitalize any brand; even brands once viewed as something for your daddy’s generation. Alright Old Spice, you have my attention.