Old Spice: The power of humour and interactivity in advertising

Old Spice’s 2010 advertising campaign was targeted at a female audience, as women buy 70% of men’s toiletries. The interactive approach of the campaign, which used personalised videos on social media to answer consumers’ questions, made the brand viral. As a result, sales of Old Spice have grown significantly and the brand has achieved a leading position in the United States.