KENYATA MARTIN, MAURICIO O’CONNELL and JAMES MOORHEAD of the Old Spice brand team share the thinking behind the Old Spice “Smell Like a Man, Man” campaign. Until we discovered a big idea: “Hello, ladies!” But getting their attention was anything but easy. Old Spice had the products guys wanted-and that women wanted for their guys. And women-who purchase 60% of these products for them-don’t want them to smell that way either. Guys aren’t impressed with body washes and deodorants that make them smell like fruit and flowers.
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