So the smartest thing old Spice ever did was sell to women.

@iamnicorojas

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Old Spice

Old Spice antiperspirant, deodorant, body wash, hair and beard care. We make a ton of great things designed for men, loved by everyone.

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Why it worked

The video explains that Old Spice's success stemmed from a brilliant marketing pivot that identified women as the true customers and used humor and absurdity to capture attention, leading to viral success and market dominance.

Summary

This video explains how Old Spice revitalized its brand by realizing that women were the primary purchasers of men's body wash. They shifted their marketing strategy from targeting men to appealing to women through humorous and absurd advertising, which ultimately led to a significant increase in sales and market dominance.

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Transcript, structure and on-screen text

5 beats, a 534-word transcript and 136 lines of on-screen text — the parts you need to write your own version.

Original caption

old spice was a dying brand until they realized something nobody was saying out loud: women buy men's body wash. so they made 'i'm on a horse' for women — 'look at your man, now back to me.' but they made it absurd enough that men loved watching it too. the customer they thought they had wasn't their actual customer, and figuring that out saved the entire brand. #marketingstrategy #brandstrategy