A New Thought About Old Spice

I've had another thought about the Old Spice campaign campaign. A few years back, I went to the Charmin bathroom in Times Square. I thought that it was one of the best brand experiences I've been to and understand that it is the second largest "advertising" expenditure for Charmin, only network TV costs more. I use it in every presentation I give. But, more importantly, we now only use Charmin in our house. After all, how could I point it out as one of the best examples of a brand engaging people without being engaged myself.

I'm wondering how many people in the ad industry have even tried Old Spice, let alone switched to Old Spice, because of this campaign. Sure, we can say that we're to old to be part of the target audience, but shouldn't we have at least gone to the local store and given it a sniff? I'm thinking that for all of the talk about engagement, even ad people haven't been engaged with the product.

Leave a comment below and let me know if you've switched to Old Spice thanks to their current campaign. If you haven't switched, have you gone to the store to check out Old Space? I'm challenging the ad industry to put its money where its mouth is. If you really think that this is one, if not the, best campaigns of the year, then you should at least be going to the cologne aisle and take a sniff. Buy a bottle and let's see if the ad industry can reverse the reported 7% sales decline.