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The Old Spice brand of cosmetics has managed to increase sales with this ad campaign “The man your man could smell like”. Also won the Film Grand Prix at the Cannes Lions Festival 2010, made by Wieden + Kennedy.
How does it succeed? Directing the advertisement to the right target, in this case women! Because thinking twice … Who are those who buy products for men?
The strategy behind the brunette in the ad is to persuade woman to think that they want men that smell like the one in the ad, and why not, you get to physically resemble him.
Isn’t it nice that for once does not require a perfect prototype of a woman?
Great idea, greater results!
“If the great advance of the 20th century was the inclusion of women as equals in society, then an even greater advance in the 21st century will be the incorporation of women’s thinking.”
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