Creating an Advertising Meme: Old Spice Deconstructed

A session at SXSW Interactive 2011

Sunday 13th March, 2011

5:00pm to 6:00pm (CST)

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, 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.

LEVEL: Intermediate

About the speakers

This person is speaking at this event.
Dean McBeth

Mine are not the opinions of a role model. SVP of Digital Strategy + Content at Ketchum PR, eater of vegetables and fish, purveyor of interactive stuff. bio from Twitter

This person is speaking at this event.
Justine Bateman

Yeah. My Production & Consulting Company: SECTION 5. More info @ bio from Twitter

39 attendees

  • Ashley Novak
  • Arjan van de Steeg
  • Briankrat
  • Cristiano Dias
  • Jasmine Trabelsi
  • Dan Berger
  • DJ Saul
  • Rocco Stallvord
  • Dave Curry
  • Mr. Addenbrooke
  • Lars Holst Lyberg
  • Ed Costello
  • Dean McBeth
  • Geraldine Le Roux
  • amanda grandel
  • Gui Ambros
  • Bob Jansen
  • Jenn Howard
  • Julian Pscheid
  • Justine Bateman
  • Liang Shi
  • Lindsay Tanchuk
  • Michael Castellon
  • Amanda Thompson
  • Georgetta Nicol
  • Molly Gilbert
  • Noah Sacksteder
  • Pablo Tirado
  • Patricia Marinho
  • Peter Fasano
  • Reinier Ladan
  • Ricky Yean
  • Rory ︻╦╤─
  • Sarah Rapp
  • Zvi Band
  • Stef Brooijmans
  • The People's Pope
  • R. Kyle Everett
  • vikramtank

23 trackers

  • Andrea Genevieve
  • Andrea Nordgren
  • ash_patel
  • David Beach
  • Bruno Alves Mendonça
  • Brian Truax
  • Nate Olson
  • Diane Cook-Tench
  • Gail Doggett
  • Hillary Hartley
  • David Friedman
  • Joe Cox
  • kathybabb
  • liangcw
  • Loulia Miller
  • Mark
  • Online Prism
  • Herman Kuiper
  • Rafael Torres
  • Selena Ricks
  • Simon Doggett
  • Tom Rankin
  • Bridget Houlihan

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Time 5:00pm6:00pm CST

Date Sun 13th March 2011


Ballroom F, Austin Convention Center

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Official session page…event_IAP8259

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