I was listening to the radio on my way to work recently and was drawn into an interview with Isaiah Mustafa, a former NFL football player apparently turned actor. I was intrigued when the actor and the host started discussing Mustafa’s new Old Spice commercial and the surprise success it has received. Mustafa himself was pretty entertaining to listen to, but I really started laughing when they played the audio for the commercial on the air.
I had to see the full version of the commercial so I went to YouTube to check it out. As the 8,866,445th viewer, I guess I’m not the only one who wanted to see it. This one is worth watching; I was laughing out loud. The script is amusing, the visuals are entertaining (and I’m not just talking about Mustafa) and the idea is unique — all important qualities for a successful TV commercial.
What occurred to me is that this is a commercial for Old Spice — the aftershave your dad (or grandfather) wore. But here’s this attractive guy in an appealing and funny commercial pitching an aftershave that’s been around since 1938. It’s the perfect example of reinvention to reinvigorate a brand. Procter & Gamble, the company that owns Old Spice, has given the brand new life for a younger generation. And not just with Mustafa’s commercials, either; check out the Old Spice website and you’ll find witty pop-ups when you scroll over the tabs, a blog called “Man Thoughts,” and free games and downloads for Xbox Live.
Even though Old Spice is 72 years old, P&G has given the product fresh branding to attract a new generation. It’s genius, yes, but it’s also what product marketing and branding are all about. If you allow your brand to become stale and outdated, eventually it will just go away.
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