Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

We hope you enjoy the show!

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

In the News:

[AdExchanger] - LinkedIn is Getting into CTV

Link: https://www.adexchanger.com/tv/linkedin-is-all-business-with-ctv/

[Marketing Dive] - Privacy tools fall short: Here’s what the numbers say

Link: https://www.marketingweek.com/ritson-measure-marketing-effectiveness/

[LinkedIn] Media Grows Markets - Marc Pritchard

Link: https://www.linkedin.com/pulse/media-grows-markets-marc-s-pritchard-3oudc/

[Marketing Dive] - Coca-Cola heads to Marvel universe for new spot, packaging campaign

Link: https://www.marketingdive.com/news/coca-cola-marvel-universe-campaign-packaging-ar-experience/712454/

Marketing Moment:

Old Spice: "Smell Like a Man, Man"

“Look at your man. Now look at me. Now back at your man. Now back to me.”

Link: https://youtu.be/owGykVbfgUE?si=Be72eyLk061hEe9Q

TL;DR

Having failed to successfully rebrand back in the late 90’s and early 2000’s, Old Spice was rapidly losing market share to Lynx (‘Axe’ in certain markets).

Their biggest issue: Old Spice marketed their product to an aging population, which resulted in diminishing returns in the long term. They needed a way to return to their previous position as a major competitor.

To completely rebrand Old Spice as a product for a younger audience, the marketing strategy found its major focus in one key fact: 60% of body wash purchases were made by women.

Instead of focusing solely on young males as their target audience, Wieden + Kennedy switched things up and made young females the major focus of the campaign.

The Results

Old Spice quickly rose to become the top men’s body wash brand in the USA

300% increase in website traffic

Sales of Old Spice had doubled by July of the same year

1.2 billion earned media impressions

The campaign won several awards, including the Cannes Lion Film Grand Prix and an Emmy for Outstanding Commercial.

Ad of the Week

Downy Fabric Softener | More Than Laundry

https://www.youtube.com/watch?v=oQQwUIX9OVQ

Downy Fabric Softener - More than Laundry

Just a blanket until you wrap a baby

Just a hoodie - till its felt by your first love

Just a jacket - till it brings you brings you back to your home

Just a sweater - till it a cryed into

Doesn't talk about the tech

Shows product in use

Breath life into your laundry

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

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