Old Spice — Smell Mantastic
Wieden+Kennedy India, 2014
Old Spice was an old-fashioned name in India due to its limited market presence and product range. Our challenge was to make the brand relevant to a new generation of young guys who were quite happy buying “flavors” that made them smell like chocolate. This had to be done while adapting a wildly successful American campaign to a market where Isaiah Mustafa and his ridiculously awesome humor were too foreign to make an impact.
The Smell Mantastic campaign is a case in local relevance on a tight budget. It celebrated four larger-than-life, region-specific expressions of “real” Indian men and in the process, sparked debate, revitalized Old Spice in popular culture, and exceeded shipment targets for the business.
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Re-establish the Old Spice brand in India, grow brand awareness, increase category value share, meet shipment targets within a low, digital-only budget.
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Male grooming brands had captured the popular imagination and were enticing young guys with metrosexual mandates and get-the-girl innuendos.
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Young guys don’t just need to smell like irresistible, amateurish boys, they needed to smell like confidence and success—the larger-than-life, overtly masculine kind that Indian history and cinema are made of.
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Provoke conversation with the marks of ridiculously masculine greatness in India—a broad chest, a big appetite and a testosterone ego.
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3x increase in category value share
15pp lift in purchase intent
Exceeded shipment target by 24%
Winner: Warc Awards for Asian Strategy - Silver 2014
Campaign Case Study
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