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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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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.
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Marc Pritchard at the ANA conference.
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