I think everyone knows the Old Spice 'the man your man could smell like' commercial. It was one of the most effective marketing campaigns for an established product and tripled sales by about 300% while successfully repositioning the brand from an 'old man's' product to something a new generation would want to use.
As with most successful things, there have been a lot of imitators, some successful, some not so much.
An example of an ad campaign that tries to have the same field as the Old Spice ad is Dairy Queen. They have created a whole campaign around the idea that 'good isn't good enough' which might work if the focus was on the food but instead, we get commercials like this:
I don't know about you, but this ad doesn't make me want to buy what they're selling.
The reasons the Old Spice ads worked was because it hit on the reason why men wear cologne while also successfully targeting potential female consumers who might purchase the product for their boyfriends/husbands/etc. while being amusing.
As well, the humour aspect made it an instant viral hit giving it double the impact as it had a strong online presence as well.
The Dairy Queen commercial ... I don't even know who this would be appealing too. It's not selling the product, not really, and as such it fails on a whole even if someone finds it amusing it hasn't gone viral.
In my opinion it misses the mark.
What do you guys think?
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