Reverse Creative Brief - Old Spice

Reverse Creative brief

Old Spice - After Hours body wash

Client: Old Spice

Job: The Man Your Man Could Smell Like

Job Number: 1

Date: February 2010

What background do we need to understand?

Launch Old Spice “After Hours” Men’s bodywash

Television spot (30 and 15 second spots)

Target female buyers for the males in their lives

National campaign

It’s been observed that women do most of the household hygiene product shopping for families / men

What business problem are we trying to solve? What is our objective?

The need to have women not only interested in men’s hygiene products, but to have them think of Old Spice After Hours body wash when making a purchase decision.

Old Spice is launching a new product and they want to target those who will be most likely to be there at Point of Purchase

Create an ad that will not only interest women (and hopefully the type of soap / body wash they purchase for the man in their life), but make the man interested in the product as well

What is the obstacle to achieving this objective?

Generating interest in women for a male hygiene product.

Sticking out from the crowd via television spots

Creating a “manly” product spot while still appealing to women

Who are we trying to reach?

Primary: Women aged 18-35

Secondary: Men aged 18-35

Cleanly people

Western Cultures

Why will they care?

Women: this product will help your man smell better.

Men: you’ll smell a whole lot better using this product. When tied with a creative ad campaign, there will be a sense of pride in using the product as well

What is our strategy? What’s our macro approach to this situation?

Utilize humor and a over-the-top look at “manhood” to make this advertisement memorable for all audiences.

Give them something to remember. Base everything around the use of After Hours

What is the brand’s key point of view on all this?

Men’s hygiene products are oftentimes advertised to men (look at Axe bodyspray for...