Speaking at the ANA conference, Procter & Gamble Co. Global Brand-Building Officer Marc Pritchard detailed the genesis, goals and success of the "Smell Like a Man, Man" campaign for Old Spice, explaining how it tapped into a "deep human insight" -- that guys want to be manly -- and how it stopped a 70-year-old brand from "getting its old butt kicked" with new credibility and relevance.
VIDEOGRAPHY: STEVE RADDOCK
Marc Pritchard at the ANA conference.
Unclassified Topic
Pritchard Deconstructs Old Spice Campaign Success
P&G Top Marketer Explains How 'Smell Like a Man, Man' Has Translated to Purchase
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