Sales in the toilet?
Yes, for those of you who still remember your high school Spanish, “Mano a Mano in El Baño” does mean “hand to hand in the bathroom.” More specifically, it refers to the duel between once-upon-a-time heartthrob Fabio and the Old Spice guy, Isaiah Mustafa. But why would these two reflections of perfection ever be at odds with each other? The two hunks are ushering in Old Spice’s successful sophomore year of its “The man your man could smell like” campaign.
In February of 2010 “the man” showed up offering tickets, diamonds, and his masculine scent. He was the edgy new spokesman for Old Spice, and the inspiration for what turned out to be an extremely viral campaign. Today the original “Man your man could smell like” video has had more than 36.5 million views, and more than 22 million views of its many, many related videos.
Finding the same success in year two is no easy task. That is why Old Spice turned to none other than Fabio himself to lead the campaign. Old Spice introduced Fabio as Mustafa’s jealous competitor and had Fabio fight back with insults and wit equal to those of a 13-year-old girl. Fabio hates that Mustafa is stealing the spotlight, and now Fabio wants the attention back. Thus, Mano a Mano in El Baño.
In the span of 4 days, Old Spice posted over 90 YouTube videos having anywhere from 22,000 to 125 million views. This repeat success from last year’s campaign puts Old Spice in a league of its own. Not only is Old Spice entertaining its audience while creating positive brand associations, it has created a campaign where their audience comes to them – a scenario that is every marketer’s wish come true.
Tagged with Fabio, Isaiah Mustafa, Mano a Mano, Old Spice