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When most think back on Old Spice’s iconic “The Man Your Man Could Smell Like,” it’s understandable that they likely think of a shirtless Isaiah Mustafa and his tantalizing opening line, “Hello, ladies.” Or maybe you think of the two tickets to that thing you love, or the fact that he was on a horse.
What’s often overlooked, though, is the strategic message of the ads: Women often make the decisions on men’s grooming products. They’re the key influencers, so to speak, in many relationships and households, and Old Spice’s market research had shown strong potential in focusing on the women rather than (in the vein of old Axe ads) trying to convince guys that products could be a magic potion of sexual attraction.
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