![]() Sadly, he isn’t me, but if he stopped using ladies’ scented body wash and switched to Old Spice, he could smell like he’s me.” Mustafa, standing in a towel in a bathroom, as the spot begins. ![]() The answer, a campaign called “Smell like a man, man,” arrived in February with a television commercial starring the actor Isaiah Mustafa. How could they market body wash to female purchasers and yet still cast the product as decidedly masculine to lure men away from bar soap? ![]() WHEN Old Spice, the 72-year-old Procter & Gamble brand, was planning a new advertising campaign for shower gel earlier this year, it faced a challenge: its research suggested women purchase as much as 70 percent of the shower gel for men in their households, but using body wash struck some men as unmanly.
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