Old Spice Newsroom

Old Spice Scent Vacation Campaign Fact Sheet

"Scent Vacation" Campaign Fact Sheet

About the Campaign


  • Back by popular demand, the Old Spice Guy played by Isaiah Mustafa has returned for some new, amazing feats – this time taking viewers around the world on a 30-second "Scent Vacation” to highlight Old Spice Fresh Collection scents inspired by the freshest places on earth.


  • Similar to Old Spice's other TV spots, "Scent Vacation" was done as a single shot – but this time the brand takes the Old Spice Guy out of the bathroom and follows him magically moving from one exotic location to another.


  • The Old Spice Guy's return was officially announced via a video released on Jan. 26:
  • In the first 48 hours, fan excitement was evident as the video received 448,862 views, 3,086 likes and 789 comments on YouTube; On Facebook, the video received 6,000+ video shares, 4,751 likes and 1,199 comments.
  • The Twittersphere was also abuzz about the new campaign, with 7,500+ messages from thousands of unique authors, reaching more than 8MM impressions in the first 24 hours.


  • Like last year’s campaign, the new ads are aimed at men, but also for the women in their lives who do the majority of male body wash purchasing. For men, Old Spice wants to talk about the importance of smelling like a man. For women, getting them to want a manly smelling Old Spice man.


  • "Scent Vacation" debuted on Old Spice's social media channels on Feb. 6 and national TV on Feb. 7. The commercial has received nearly 3 million views on YouTube (2,812,199 through Feb. 21).

  • Old Spice will implement a fully integrated campaign with TV, print and digital executions targeted at both men and women, including two 15-second spots. The 15-second spot "Komodo" debuted on Feb. 18.


Super Fan Distribution


  • In true Old Spice fashion, the 30-second spot was released in a unique way. Old Spice took the ad to the fans first, handing the new spot over to one lucky Super Fan on Feb. 3 who released it via his personal web site on Feb. 4.


  • To announce Old Spice's Super Fan distribution strategy, the brand unveiled a Super Fan video with the Old Spice Guy on Jan. 28. On Feb. 3, Old Spice called the lucky Super Fan – Chris G from Missouri – who will decide how and when the rest of the world will see "Scent Vacation."
  • For Old Spice, finding the Super Fan wasn’t about someone with millions of online followers and friends, it was about identifying someone who truly loves the brand and has expressed it like no other.
  • From dressing as the Old Spice Guy for Halloween to reenacting the now famous commercial and flaunting it on his own YouTube channel (ShakeandBakeGuy), Chris was selected because he embodies the Old Spice spirit.
  • A high school student, Chris juggles many amazing feats – including owning his own website design company, running track and overseeing a drumming business called The Drummer Boys. Watch his world unfold by following @chrisscross on Twitter, and track how and when he'll release the new commercial.
  • Chris G created online buzz building up to his unleashing of the spot to the world on February 4:
    • Put out a Twitter message asking people to follow him the night before he released the spot to stay informed. 
    • Tweeted a link to the JibJab video of his phone conversation with the Old Spice Guy.
    • Posted a "Scent Vacation" screengrab to tease the spot.
    • Created #NewOldSpiceAd hashtag on Twitter prior to release to start the conversation and build buzz.
    • Utilized a 5-4-3-2-1 countdown clock on Twitter before releasing the spot. Post: "WARNING: The manliest thing you will ever encounter in your life is coming...Do you think you're man enough? #NewOldSpiceAd")
    • Developed page on personal, professional website with "Scent Vacation" spot embedded – and then posted a link to this page on Twitter to break ad with the following message: "THE LATEST OLD SPICE COMMERCIAL IS NOW YOURS! ARE YOU MAN ENOUGH!?"

Old Spice Fresh Collection: Inhale the Adventure!

  • The new campaign will focus on the Old Spice Fresh Collection, which comes in deodorant, body sprays and now body wash, and is available in the following destination-inspired scents:
  • Fiji: Smells like palm trees, sunshine and freedom
  • Matterhorn: Smells like ice, wind and freedom
  • Denali: Smells like wilderness, open air and freedom
  • Cyprus: Smells like limes, an ocean breeze and freedom
  • NEW! Komodo:Smells like exotic winds and spicy freedom

—  Old Spice Fresh Collection is infused with just the right touch of scent to leave guys feeling fresh and confident all day long. With Old Spice Fresh Collection, guys can finally experience where freshness smells from.


—  Available now,Old Spice Fresh Collection Deodoranthas an SRP of $4.29 for a 2.6 oz stick and comes in Fiji, Matterhorn, Denali and Cyprus scents. Look for the new Komodo scent in Feb. 2011.


—  Available now,Old Spice Fresh Collection Body Spray, has an SRP of $4.29 for a 4 oz canister and comes in Fiji, Matterhorn, Denali and Cyprus scents. Look for the new Komodo scent in Feb. 2011.


—  Available starting in Feb. 2011,Fresh Collection Body Washhas an SRP of $3.99 for a 16 oz bottle, and will come in Fiji, Matterhorn, Cyprus and Komodo scents.

A Look Back: Campaign Historical Highlights


  • The "Smell Like a Man, Man" campaign was introduced to the world in February 2010, which was followed up by a second commercial and popular series of personal video responses in July 2010. Driven by unprecedented buzz and industry accolades, the campaign has become a pop culture phenomenon that continues today. To date, highlights include Old Spice becoming the most watched sponsored YouTube channel and winning an Emmy for Outstanding Commercial.
  • The first spot – called “The Man Your Man Could Smell Like” – debuted on February 8, 2010. It received as much buzz as some of the most popular Super Bowl spots, despite not airing during the game. Currently, it has been viewed more than 28 million times … and counting.
  • In July 2010, Old Spice and Isaiah Mustafa returned with the "Questions" spot and popular personalized video responses, which took the internet by storm and continue to be buzzed about even six months later.
  • “Responses” have been viewed over 65 million times, making it arguably the largest and fastest-growing viral video campaign of any Brand in history.
  • While Old Spice received thousands of questions for the Old Spice Guy, the brand was able to post 186 customized video responses.
  • Celebs and influentials joined in on the fun, including Alyssa Milano, Perez Hilton, Ashton Kutcher, Demi Moore, GQ, Gizmodo, Huffington Post, Twitter’s Biz Stone, Digg’s Kevin Rose, Guy Kawasaki, Ellen, Justine Bateman, George Stephanopoulos and Christina Applegate.

About Old Spice

  • Procter & Gamble’s Old Spice is the quintessential men’s grooming brand. With more than 70 years as an American icon, Old Spice is the authority on the male grooming experience and has leveraged this heritage to become the No.1 selling anti-perspirant/deodorant stick and body wash brand with guys of all ages. 


  • Old Spice offers a wide product portfolio for today’s man, including anti-perspirants, deodorants, body washes, body sprays, after shaves and colognes.