I must say that I love P&Gs Old Spice commercials fighting men to “stop using lady-scented body wash!”. They truly stem from an insight: there are men who use the body wash from their wives & girlfriends. Well I guess more likely from their wives… less need to impress. So Old Spice has a point: wake up, stop smelling like rosewater and put on a decent guy smell!
So far so good but… do we men really want to identify themselves to anything that comes close to “old” or “old spice”? To me there is a bit of a branding problem here: the brand is funny and playful (just check out their site and commercials) but the brand name is nothing like it. Who wants to be reminded to “old” and “old spice” every time you take a shower, while washing a body that gets older and less spicy every day? A nice reminder isn’t it? Old… Spice, no thank you!