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Most Innovative Ad Campaign

Unexpected spokespeople - including animals - helped swell the sales of two storied brands.

beauty-features/news
Appeared In
Special Issue
Beauty Inc issue 12/10/2010

Unexpected spokespeople—including animals—helped swell the sales of two storied brands.

Prestige
StriVectin

A dog, lizard and crow star in an advertising campaign, and it isn’t for the local pet store. StriVectin plucked the menagerie from model obscurity to embody skin care problems—wrinkles, sun damage and crow’s-feet, respectively—in eye-catching ads to tout its brand overhaul, which included new formulations and a new slogan: “More Science. Less Wrinkles.” The seeds for the campaign were instructions to the ad agency Mother New York that the “voice of the brand continue to be very bold,” according to Jill Scalamandre, chief marketing offi cer for Chrysallis, a division of Catterton Partners. The company wanted to continue to emphasize its scientific heritage as well. StriVectin catapulted onto the national scene back in 2002 by asking consumers in ads if it was “Better than Botox?” or if they “Got Turkey Neck?” Catterton, in its first ad campaign since purchasing StriVectin in 2009, didn’t want to reverse course and timidly rely upon classic beautiful faces or boring product shots. Four months into the campaign, Scalamandre reports that the new StriVectin is quickly gaining traction. And for anyone thinking about hiring the crow Hitchcock, the lizard Jackie or the dog Mason as their spokes-animal, she swears there isn’t a diva among them. —Rachel Brown

Mass
Old Spice

Who could have predicted that an ad would serve as the breakout role for a relatively unknown actor? But soon after Old Spice’s “Smell Like a Man, Man” campaign hit the airwaves in January, the shirtless, smooth-talking Isaiah Mustafa’s notoriety skyrocketed, and sales of the 72-year-old brand followed. At the campaign’s peak in June, Old Spice’s sales were double what they were the previous year; currently, its deodorant and body wash are number one in their respective categories, edging out archrival Axe, which is marketed by Unilever. The Wieden + Kennedy-created campaign ignited belly laughter, tweets and online chatter by poking fun at masculine bravado, and the videos soon went viral, netting more than 160 million YouTube views. One spot featuring Mustafa riding backward on a white horse, declaring, “Did you know women prefer Old Spice for their men one bajillion times more than ladies’ scented body washes?” even inspired parody. Political cartoonist John Darkow drew a shirtless President Obama on a white horse, declaring, “Hello Ladies…Look at the GOP. Now back to me, now back to your GOP. Now back to me! Sadly they’re not me.” Said P&G’s ceo Bob McDonald, “We’ve created a movement. When people parody your ad, you know that you’re getting a high [return on investment].” —Molly Prior