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Old Spice: Online Marketing Awesomeness

I’ve been meaning to write about this campaign for a while now. Haven’t had the time since I’ve been working pretty hard on ClickOgy and related projects. I will be writing about those in the near future.

The Old Spice campaign is awesome. Watch this video to grasp the impact and reach that it is having on the brand and its sales:


To me, the three main factors responsible for the success of this campaign are:

  1. Isaiah Mustafa: The dude is brilliant. Obviously talented ex-NFL player, his career should take off from here.
  2. The agency, Wieden+Kennedy put together a coordinated assault on the demographics that they were targeting. The campaign was almost inescapable if you were part of their target.
  3. Hard Work. All involved worked their asses off. The logistics of their responses campaign baffles me. They pulled it off maintaining the branding, visuals and writing quality of the original spots.

Entertainment and marketing definitively collided here. As a result,

This Blog is Now Diamonds

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[UPDATE] Just found out that they won an Emmy.

Brandgasm: Johnnie Walker "Walk" 6 minute spot

Awesome performance by Robert Carlyle (the actor in the spot). The timing and flow of this spot was really well executed. It would be quite entertaining to see him perform this spot as his character Begbie from the movie Trainspotting

True fans are usually curious about what goes on behind the scenes; this is true for music, movies, racing and in this case brands. I liked the reasons behind the square bottle and diagonal label. Johnnie Walker wants you to socialize and drink their whiskey, they also want you to talk about their brand and the bottle/label tidbits are easy to remember and talk about.

My favorite whiskey to drink is not bottled by Johny Walker, but my favorite whiskey brand is Johnnie Walker.

[UPDATE]: The original video was removed from YouTube. Found another one.