Old Spice – Mano a Mano en el Bano Fact Sheet/ Page 2 of 2

Old Spice "Mano a Mano in el Baño"Fact Sheet

The Brand’s Objectives

  • On the heels of several other successful campaigns, the brand sought to make Mano a Mano in el Bañounique by utilizing multiple distinct channels to reach their audience while telling a humorous story germane to Old Spice.

The Storyline

  • International model and icon Fabio embarked on his quest to become the new Old Spice Guy on July 16, when a series of Craigslist ads appeared in the Los Angeles area touting the sale of a number of Fabio’s personal belongings, ranging from a lot of motorcycles to an inch of hair in order to “fund a secret project.”
  • Then, on July 20, Fabio revealed a series of ads via his new site: NewOldSpiceGuyFabio.com. His four commercials, Fireplace,Hair, Mountain Top, and Piano, which were featured on broadcast television and online, highlight the Old Spice Fresh Collection, a line of deodorant, body spray and body wash with scents inspired by the freshest places on earth – including Fiji, Matterhorn, Cyprus, Denali and Komodo.
  • Days later, to amp up his effort to be the new Old Spice Guy, Fabio released a series of videos – targeting his fans for support while also taunting original Old Spice Guy Isaiah Mustafa. The videos include Hypnotize, Lightning, Fun Times, Message in a Bottle, Two Fabios and Kite. Fabio also introduced his own Twitter handle: @fabiooldspices.
  • Then, on July 25, Fabio issued a video challengeto Old Spice Guy Isaiah Mustafa to meet up to determine who the “Best Old Spice Guy” is. Always up for an adventure, Isaiah Mustafa’saccepted the challenge and responded to officiallyannounceMano a Mano in el Baño, whichbroughtthe two icons together for an epic online battle.
  • When tuning in, fans not only received near real-time updates, but they also submitted their comments or challenges to their preferred Old Spice Guy. They also followed along via Twitter by watching for messages from @oldspice (Isaiah Mustafa) and @fabiooldspices (Fabio).
  • Mano a Mano in el Bañoculminated on July 28, following two and a half days of ridiculous action, and fans ultimately deemed the original Old Spice Guy, Isaiah Mustafa, the winner.

By the Numbers

  • 20 million video views in for Mano a Mano in elBaño in the first week from a total of 169 unique videos produced over 2 days.
  • Highlights include (as of 8/2/2011):
  • With 2.9 million views,“Challenge” from New Old Spice Guy Fabio was the #7 most viewed video of the week on YouTube; the second-most-popular video, “Challenge Accepted,” received 1.2 million views
  • Old Spice and New Old Spice Guy Fabio held the #1 and #4 spots for most viewed channels for the month on YouTube—this is the first time one brand has achieved a top 10 ranking with two separate channels
  • #1-ranking on Ad Age’s “Top 10 Viral Video Ads Chart”
  • 94 percent Share of Voice (SoV) by volume over all competition in the PCC and APDO categories
  • More than 52,000 YouTube comments
  • More than 500,000 likes, dislikes and votes (through annotations)
  • 100,000 brand mentions through Old Spice-owned channels and Reddit, including 64,000 on Twitter alone
  • A 300 percent increase in traffic to oldspice.com
  • 57,000 new Facebook fans, friends and subscribers to Old Spice channels
  • An 1800 percent increase in fan interaction on Facebook
  • Interactions with Guy Kawasaki, P90X’s Tony Horton, Adam Levine, Agency Spy, Animal Planet, Pete Cashmore (Mashable), and Funkmaster Flex, among others

Old Spice Fresh Collection: Inhale the Adventure!

  • The new campaign highlights the Old Spice Fresh Collection, which comes in deodorant, body spray and body wash, and is available in the following destination-inspired scents:
  • Fiji: Smells like palm trees, sunshine and freedom
  • Matterhorn: Smells like ice, wind and freedom
  • Denali: Smells like wilderness, open air and freedom
  • Cyprus: Smells like limes, an ocean breeze and freedom
  • NEW! Komodo:Smells like exotic winds and spicy freedom

Old Spice Fresh Collection is infused with just the right touch of scent to leave guys feeling fresh and confident all day long. With Old Spice Fresh Collection, guys can finally experience where freshness smells from.

Old Spice Fresh Collection Anti-Perspirant & Deodorant has an SRP of $4.29 for a 2.6 oz stick and comes in Fiji, Matterhorn, Denali, Cyprus scents and Komodo scents.

Old Spice Fresh Collection Deodorant has an SRP of $4.29 for a 3.25 oz stick and comes in Fiji, Matterhorn, Denali, Cyprus and Komodo scents.

Old Spice Fresh Collection Body Spray, has an SRP of $4.29 for a 4 oz canister and comes in Fiji, Matterhorn, Denali, Cyprus and Komodo scents.

Fresh Collection Body Wash has an SRP of $3.99 for a 16 oz bottle, and comes in Fiji, Matterhorn, Denali and Komodo scents.

About Old Spice

  • Procter & Gamble’s Old Spice is the quintessential men’s grooming brand.With more than 70 years as an American icon, Old Spice is the authority on the male grooming experience and has leveraged this heritage to become the No.1 selling anti-perspirant/deodorant stick and body wash brand with guys of all ages.
  • Old Spice offers a wide product portfolio for today’s man, including anti-perspirants, deodorants, body washes, body sprays, after shaves and colognes.
  • For more information, check out OldSpice.com, Facebook.com/OldSpiceor Twitter (@OldSpice). You can also catch more Old Spice videos on the Manmercials channel on YouTube.

A Look Back: Campaign Historical Highlights

  • In February 2011, Old Spice and Isaiah Mustafa returned with a new campaign to introduce the world to Old Spice Fresh Collection, the brand’s first destination-inspired scents.
  • The Old Spice Guy's return was officially announced via a teaser videoreleased on Jan. 26. In the first 48 hours, the video received 448,862 views, 3,086 likes and 789 comments on YouTube.
  • Anchored by the "Scent Vacation" spot. Old Spice's new campaign garnered 3.4million views in its first week (aggregate of I'm Back, Super Fan teaser, JibJab video and Scent Vacation), compared to 2.1 million views for SLAMM 1 and 2.5 million views for SLAMM 2 (Source: Visual Measures).
  • Since its online debut, "Scent Vacation"has received more than 5.6 million views on YouTube.

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