Old Spice Campaign Not Helping Sales?

by admin ~ July 22, 2010

You might have caught our blog post on Monday about Old Spice and their “Smell like a Man” campaign, which has received an enormous amount of coverage and actually turned the Old Spice guy into a celebrity overnight. You might have also assumed that the campaign that captured everyone’s attention translated into a boom in sales for the brand’s products.

Surprisingly, sources have reported that sales of the brand’s Red Zone After Hours Body Wash have DROPPED seven percent. Shocking? Maybe not. Yahoo! News quotes, “This situation is far from unique - mass attention does not always equal money in the bank.” Clearly, the campaign has helped to boost Old Spice’s visibility, but maybe that’s just not enough.

The website Jezebel had some interesting theories on the drop in sales suggesting that maybe women are letting men buy their own body wash (”This isn’t the fifties“) or that “a lot of us are still going to forever associate it with our fathers (and grandfathers) and stay as far away as possible.”

“Regardless of sales” ReelSEO writes, “they’ve still created a new standard for social media marketing against which many future campaigns will be measured.”