Old Spice: The Man Who Lost His Job Because He Had a “Map”

Old Spice, an American brand of male grooming products, increased brand awareness and growth in Colombia by launching a video campaign that showed how its products could end embarrassing sweat marks.

Campaign Purpose

We wanted to put Old Spice in the Colombian consumer's mind again. That men (18+) talked about a brand with a disruptive history and show them the product's performance against sweat.

Campaign Objectives

Old Spice needed to achieve awareness in Colombia. Last year sales had decreased by 10% and the brand wasn't considered by consumers.

Campaign Strategy

Create a content and an experiential advertisement to make enough noise to put our brand on everyone's conversation.

Campaign Creative Solution

A video about a man who had been fired for having a "Map" (In Colombia "map" means a sweat stain...

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