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 (92%),,, 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.