Sunday, May 15, 2011
If you don't know what Old Spice is... where have you been? It's one of the most well-known lines of products for men to help them not smell bad. Cologne, deodorant, aftershave, body wash... you name it, Old Spice probably makes it. And it smells manly.
Yes, more than anything, that is Old Spice's claim to fame: they make manly scents for manly men. It's not hard to see why it works. Most men like being manly. I'm a huge nerd, and about as far from being a jock as one can be. I also pride myself on doing my best to distance myself from being influenced by commercials as I can be. And yet... Old Spice commercials work on me. I may be a nerd, but that doesn't mean I'm not a guy. I like being manly too, just in different ways. I admit it, I let Old Spice advertising effect me. I'm not sure why I do, but using Old Spice products does indeed make me feel manlier. I mean, I know intellectually that it's all in my head, and there is no reason why Old Spice products would inherently make me any more manly than I already am... but they do.
What is most telling about that statement is that you have to understand that my wife and I have to be very careful about what kind of scents we let into our home. I get headaches called "cluster headaches." Certain chemical scents can actually trigger them in me. Stuff like perfume or cigarette smoke. I may as well smash my head with a hammer as be around those kind of scents. Even some shampoo scents can trigger them. But I have never had a problem with Old Spice products. I can't speak for everyone with cluster headaches, but for me, at least, Old Spice products are a great smelling products that don't trigger my headaches, which is actually kind of rare for me to find. Well, maybe not rare, per se, but at least they aren't common, either.
Bottom Line: Old Spice commercials work. I usually go for the cheap brands, but I'm willing to spend extra money on Old Spice because, as stupid as it seems, it really does make me feel manlier. I'd go so far to say that Old Spice has what is perhaps one of the best advertising divisions in all of corporate America, and I hope they keep up the good work.