The Power Of Effective And Timely Marketing

August 8, 2010

A few years ago I used to think Old Spice products smelled terrible. I toyed with the idea of buying Old Spice deodorant a few times but I could never find a type their deodorant that I actually liked. Then suddenly —I’m not sure when or why— I started wearing it,  I found a brand I liked (Arctic Force) and then kept buying it. I got approval from my girlfriend and saved a few bucks in the process because Old Spice cost about a dollar less than the other deodorant I had been buying (keep in mind I’m a lowly college student. A dollar is equivalent to about $10 for regular folks).

Soon enough I found myself buying the Old Spice body wash. This came around the time that I started noticing the new Old Spice commercials with Isaiah Mustafah —the ones that exaggerated the virtues of wearing Old Spice farther than any other deodorant commercial, and that’s saying something!

As my friends started to notice and love those commercials too, I started to check out Old Spice’s website so that I could see the newest funny videos. In the process I was introduced to the latest Old Spice body washes and I tried them out.

As I think back to the earliest days of my Old Spice use I wonder if I would be such a faithful buyer if I the commercials weren’t so funny, and if Old Spice hadn’t advertised on youtube, t.v., its website, and twitter. It may have been in part just because their product got better. One can’t be completely sure about these things but I doubt it. I think what really roped me in was Old Spice’s commitment to continually make funny as hell commercials like this one in addition to having a good product:

The larger moral of this story is that effective advertising doesn’t just have to be funny or just have to be for a good product or just have to be on t.v. and the internet, it has to be all these things.

—Daniel

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