Why It Ranks #13
Old Spice went from a dying brand with a 60+ year-old customer base to the #1 men's body wash in America through a single viral campaign. It's the gold standard for brand revitalization through marketing.
The Downfall
Old Spice's average customer was over 60. Young men associated it with their grandfathers. Market share was declining annually as Axe/Lynx dominated the youth market. P&G was considering sunsetting the brand.
The Comeback Move
The 'Man Your Man Could Smell Like' campaign featuring Isaiah Mustafa became one of the most viral ads in history. The follow-up: 186 personalized YouTube response videos in 48 hours, creating the first real-time social media marketing campaign.
Key Numbers
Low Point
Average customer age: 60+
Peak After
#1 men's body wash in America
Revenue Swing
Body wash sales up 125% in 6 months
Viral Views
55M YouTube views in first month
The Full Story
By the late 2000s, Old Spice was your grandfather's deodorant -- literally. The brand's average customer was over 60 years old. Market share was declining year after year as younger consumers gravitated toward Axe/Lynx body spray with its edgy, youth-oriented marketing. P&G was quietly considering whether to sunset the brand entirely.
Then came 'The Man Your Man Could Smell Like.' Isaiah Mustafa, a former NFL practice squad receiver, appeared in a February 2010 Super Bowl ad that became one of the most viral commercials in history. The ad was absurd, self-aware, and impossibly charming. It racked up 55 million YouTube views in its first month. But Wieden+Kennedy, the ad agency, didn't stop there. They created a two-day YouTube campaign where Mustafa responded in real-time to tweets and comments, creating 186 personalized video responses.
Old Spice body wash sales increased 125% in six months. The brand went from geriatric to aspirational overnight. Old Spice became the #1 body wash brand for men in America. P&G went from considering killing the brand to making it the centerpiece of their men's grooming portfolio. The campaign is now studied in every marketing textbook as the moment advertising changed forever.
Fun Facts
Isaiah Mustafa filmed 186 personalized YouTube responses in just 2 days. Each one was scripted, shot, and uploaded in minutes. The team slept at the studio.
The original 'Man Your Man Could Smell Like' ad was shot in a single continuous take. The transitions (bathroom to boat to horse) were done with practical effects, not CGI.
Axe/Lynx had dominated men's body wash for years with sexually suggestive ads. Old Spice beat them with humor and self-awareness instead.
Lessons Learned
A brand is never too old to reinvent. Old Spice was 70 years old when it became the coolest men's brand in America.
Humor and self-awareness beat sex appeal. The Old Spice campaign worked because it made fun of advertising tropes instead of using them.
Real-time engagement with consumers can turn a campaign into a cultural moment. The YouTube response videos made Old Spice feel human.
Frequently Asked Questions
What makes a great business comeback?
A great business comeback requires a genuine existential crisis, a decisive strategic pivot that addresses the root cause, and measurable results that exceed the company's pre-crisis performance. The best comebacks transform the company into something far more valuable than it was before.
Can a company recover from bankruptcy?
Yes. Many of the greatest comebacks in business history involved bankruptcy. Marvel went from Chapter 11 to a $4 billion Disney acquisition. GM emerged from the largest industrial bankruptcy ever and became profitable within two years. Bankruptcy is restructuring surgery, not death.
What role does leadership play in turnarounds?
Leadership is almost always the decisive factor. Steve Jobs saved Apple. Satya Nadella transformed Microsoft. Lee Iacocca rescued Chrysler. The common thread: great turnaround leaders simplify, focus, and execute with urgency.
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