28/05/2026
During the post-financial crisis downturn, most brands went quiet and cut their marketing budgets.
Old Spice did the opposite.
They launched the now-iconic “The Man Your Man Could Smell Like” campaign, confident, humorous and completely different from the safe advertising of the time.
The result?
Sales doubled.
Proof that in tough economic times, the brands that hold their nerve and stay culturally relevant are the ones that come out stronger.
Going quiet might feel safe.
But it’s often the most expensive decision you can make.
