6. Old Spice

Why 'The Man Your Man Could Smell Like' campaign has got real staying power...

We particularly love this commercial because it shows how a brand can switch their targeting up when they discover new information.Old Spice changed its target audience to women because it emerged that women make the majority of decisions when it comes to purchasing men’s body wash products.
And switching things up worked. The commercial won several awards that year, has over 56 million views, and led to a series of popular videos with Terry Crews.

Are you clued up on your target audience?

Yes, we do regular research.
We should look into this more often. Our industry evolves quickly.