Dove for Men vs. Old Spice

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February 16th, 2010

Perhaps you saw the bold move by Dove to branch into men’s products with this ad:

Old Spice responded with this:

Point to Old Spice. Why? Well, it’s a lot easier to talk to a target demographic if you’re brand is already built up around said demographic. Dove was making a huge leap from decades of speaking to women to try and speak to men without alienating or venturing too far from the brand that’s made them what they are. Old Spice has always been about men so it’s more of a natural fit.

That and the writing is just flat-out better on the Old Spice ad.

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