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Marketing to men: how hard can it be?
Given the heated conversation over Gillette’s most recent campaign and its impact on consumers, the answer may well be “harder than it looks.” But another P&G brand also has a new ad appealing to that target demographic by assuring them that it’s OK to attend to your very basic desires … for soft, clean skin.
This week, Old Spice and longtime agency of record Wieden + Kennedy introduced the world to a new brand spokesperson in the form of Deon Cole, actor and comedian best known for his roles on Black-ish and Grown-ish.
In his first appearance as The Old Spice Guy, Cole uses a traditional soap opera setup to make light of the fact that many men do struggle more consistently than their female counterparts to find the proper skin-care products.
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