Old Spice’s radical take on Valentine’s Day

Old Spice’s radical take on Valentine’s DayValentine’s Day is when most base their activities or programs around the routine ‘win the girl over’ premise. This year, Old Spice Indiabroke that norm and positioned itself as the ideal Wingman who went a step further.

On Twitter& Facebook, Old Spice India pulled off something completely radical. Good Wingmen help guys in regular situations but Great Wingmen manage to patch things up even between sworn enemies. So, Old Spice became that #BestWingmanEverto bring ‘estranged couples’ together, as Old Spice would call them!

Some examples of these were the popular duo of Coca Cola & Pepsi, Apple & Samsung, the recent tiffs between TOI & Hindu, Perk&Munch, Playstation & Xbox & even Thakur & Gabbar Singh, and many more.

The Old Spice India brand and the ‘Old Spice Man’ have always been bold, quirky and most importantly, manly in everything that they do! The #BestWingmanEver campaign was in line with this brand execution.

In terms of numbers, the album post on Facebook got a reach of over 4.5 million and the #BestWingmanEver hashtag activity on Twitter got over 600,000 impacts, a good number considering that it wasn’t a contest which generally gets more numbers because of the gratification involved.

Old Spice is a prominent American brand of male grooming products. It is manufactured for Procter & Gamble, which acquired the brand in 1990 from Shulton, Inc. Shulton, Inc., the original producer of Old Spice, was founded in 1934 by William Lightfoot Schultz. Old Spice for men was introduced in 1938. Since then, Old Spice’s distinct mansmell has swiftly proceeded to achieve world domination, instantly setting itself apart as the scent for men with fine taste in shoes, telescopes and TV shows, whether in Hong Kong or Hawaii.

ibs (formerly Interface Business Solutions) is an award winning unified media company providing digitally led solutions to top Indian and global brands.As a Microsoft Gold Certified Software company, ibs is probably one of the few companies that have proven software development and technical solutioning capabilities in the Indian market.Its key verticals include digital engagement strategy, social media marketing and ORM, digital media, SEO, SEM, web design and development, e-comm and software solutions, mobile applications, content production and digital engagement strategy.


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