Male Media Opps: Old Spice launches campaign to promote new product

Popular men's personal care brand Old Spice is spicing up its advertising; it released work recently that promotes special care and a special dance for curly and wavy hair.  Made by Wieden + Kennedy Portland, "Curls are Cool" promotes the brand's new Wavy Curly line. This is reportedly "the first in a wave of quirky new advertising from W+K for the Old Spice brand," which means more ad launches will follow this one. Sellers should contact sooner rather than later to secure last-minute ad dollars.

According to Old Spice, around 40% of men have wavy or curly hair; nonetheless, many major grooming brands have shrugged them off. The new ad is a way to reach those men.

YTD, iSpot reports the brand has spent approximately $6m on national TV commercials, almost double the approximately $3.5m it spent within the same 2021 timeframe. It ended up spending approximately $32.9m on this channel in 2021, up 4% from the approximately $31.8m it spent in 2020. Old Spice's 2022 commercials have targeted sports-oriented men watching shows such as NFL Football, NBA Basketball, College Football, SportsCenter and Bob's Burgers.

According to Pathmatics, Old Spice allocated roughly $56m toward digital ads in 2021, 41% more than the roughly $39.6m it allocated in 2020. In 2021, the brand earned ~5.2b digital impressions via Instagram (56%), desktop video (33%), Twitter (6%), mobile video (3%) and desktop display (2%) ads. Most of this year's desktop video ads have been placed site direct onto destinations such as youtube.com (92%), twitch.tv, imdb.com, fandom.com and Hulu.

Additionally, Magellan shows the brand aired 45 podcast ads in 2021.

Of course, Old Spice tends to target men. As far as age demographics go, the brand has a wide target audience; it targets Gen-Z via paid social, YouTube and OTT, millennials via digital, podcast and TV and Gen-X via TV and other channels. Per Kantar data, these include OOH and local broadcast. Old Spice holds planning conversations in Q1 and buying conversations in Q4.

Agency & martech readers - Parent company Procter & Gamble doesn't show major signs right now of imminent reviews, but you may have a shot at securing project-based work. Right now, Old Spice itself works with creative, media and digital AOR W+K; it also receives assistance from Burrell Communications (multicultural), Leo Burnett Worldwide (multicultural, creative, digital, social and experiential) and Citizen Relations NY (PR). View P&G's full roster here.