We’re suckers for Old Spice ads. So much so that the various campaigns by Wieden + Kennedy have almost removed the stigma of dadness surrounding the brand. Its most recent campaign, Mr Wolfdog, stuck the boot into marketing in completely absurd fashion, but the products remained at the centre. And the latest work for its new bar soaps do much the same, with some magnificent songs that poke fun at old school soap ads.
According to the Huffington Post, Old Spice has about US$564 million in annual sales, which is less than one percent of the P&G’s annual revenue of US$83.66 billion. It spent US$26 million on advertising Old Spice in 2012, less than one percent of its overall advertising budget in 2012, according to Kantar Media.