Every great campaign starts with one essential question: Who are we talking to?
It sounds simple, but the answer can completely redefine a brand’s direction. Few campaigns proved this better than Old Spice’s 2010 “Smell Like a Man, Man” campaign, a marketing masterclass in knowing your audience.
A Bold Move in a Saturated Market
In the late 2000s, Old Spice wasn’t exactly considered… cool. The brand had a loyal but aging fan base and faced fierce competition from sleek, modern players like Axe and Dove Men+Care.
The men’s grooming aisle had become crowded, and Old Spice needed a way to stand out.
When the brand’s team and agency dug into their market research, they discovered two key insights:
- Women made 60% of all body wash purchases.
- Men felt using body wash was “unmanly.”
So instead of targeting men directly, Old Spice made a bold move and targeted the real decision-makers: women.
“Smell Like a Man, Man”
Enter the commercial starring Isaiah Mustafa, also known as The Man Your Man Could Smell Like.
He stands confidently, shirtless, charming, and witty, speaking directly to women with lines like: “Hello, ladies. Look at your man, now back to me.”
The ad wasn’t trying to convince men that body wash was masculine. Instead, it spoke to women who were making the purchase decisions, and reframed the conversation entirely.
The message wasn’t “buy Old Spice because it’s for men.” It was:
“Buy Old Spice because it will make your man smell like the man you wish he was.”
Understanding Market vs. Audience
In the ABCs of marketing, Market = Audience, or the people you’re trying to reach.
Old Spice realized its true market wasn’t just male consumers. It was the women who stocked the showers. By pivoting their message, they tapped into emotional influence and purchase behavior instead of relying on traditional gender norms.
Old Spice was strategically smart in recognizing who actually bought the product.
The result?
- Sales of Old Spice body wash increased by 60% a year after the campaign launched (Wieden + Kennedy)
- Sales doubled a year after the campaign launched (Wieden + Kennedy)
- “The Man Your Man Could Smell Like” was named one of the top campaigns of the 21st century by AdAge (Wieden + Kennedy).
What This Means for Marketers
The lesson is timeless: know who’s making the decision.
Sometimes your target user isn’t your target audience.
Before you launch your next campaign, ask yourself:
- Who uses my product?
- Who buys my product?
- Who influences the purchase?
- What emotion drives that decision?
Because understanding that difference can completely change your creative approach and your bottom line.
Our Take at Vaquero Advertising
At Vaquero Advertising, we know that great marketing starts with great insight. Whether it’s cultural storytelling or audience strategy, the power of a campaign lies in understanding not just what you’re selling, but who you’re talking to.