Old Spice used to be synonymous with old(er) people. But with a little help from “The Man Your Man Could Smell Like” the brand has rejuvenated its image and become part of pop culture. This panel will not be a lame glorified case study, but rather a chance for attendees to better understand the top-secret, undocumented dynamics that helped to make this effort a success. Panelists may or may not include: 1) The creators of www.oldspicevoicemail.com, 2) Mike Relm, notorious pop culture mixologist, 3) A critic who truly thinks the Old Spice campaign is nonsense, 4) Somebody important from Digg, 5) A 15-year old kid who recently switched to Old Spice, 6) Creatives and strategists from Wieden+Kennedy, 7) A brand manager from P&G, and 8) A sexy man wearing only a towel (maybe). Also, FREE BODYWASH.
11th–15th March 2011