Silver Anvil Awards: Smell Like a Man, Man: Old Spice Rides Horse Into History

June 07, 2011 by Melissa Snead
The PRSA 2011 Silver Anvil Awards podcast series features finalists from this year's program. The Silver Anvil Award recognizes complete public relations programs incorporating measurable and sound research, planning, execution and evaluation. These four areas represent the solid criteria by which senior practitioners judge each entry to ensure it meets the highest standards of performance in the profession.
 
Join Gary McCormick, APR, PRSA Fellow, as he speaks with Mike Norton, director of external relations at Procter & Gamble Male Grooming Group, about the “Smell Like a Man, Man” campaign.
 
Old Spice campaign imageIn 2010, Old Spice was looking to increase awareness and trial of its line of scented body washes among its target audience – men ages 18-24 – and for the first time speak directly to the women in their lives who influence (and often purchase) for them.
 
To accomplish this, Procter & Gamble leveraged existing media and blogger relationships to generate buzz surrounding the new ad. The firm also recognized the potential star power of Isaiah Mustafa – The Old Spice Guy – and used interest around his fast road to fame to drive additional coverage for the brand in national entertainment and pop culture media. As a result of this integrated approach, the overall campaign garnered more than 2 billion media impressions and strengthened Old Spice's leading position in the male grooming space. 
 
The host of the Silver Anvil Awards Podcast series, Gary McCormick, served as PRSA chair and CEO in 2010. He currently works in the corporate public relations arena as director of partnership development for HGTV.
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