Skip to Content

Dear Dairy Queen and Edge Shave Gel – Stop Ripping Off The Old Spice Guy

Okay, I get it…we all miss the Old Spice YouTube campaign. It was a great example of how a brand can come up with the unique idea and then engage their fans in a way that raises brand awareness and changes perception. Before the campaign, Old Spice had a stigma as an “old man’s aftershave”, but that changed when the brand chose to engage an entirely new audience via Twitter and YouTube. In fact, it’s probably one of the best uses of social media in 2010.

And while imitation is definitely the sincerest form of flattery, the recent attempts by Dairy Queen and Edge Shaving Gel to leverage the success of the Old Spice format, they just come off being desperate and lame.

Please note: Some of the links in my posts are affiliate links. I get commissions for purchases made through those links. As an Amazon Associate I earn from qualifying purchases when you buy something from those links.
Dairy Queen’s spokesperson is a guy with a guitar that plays dolphin sounds. It doesn’t come off as unique, innovative, or funny. Instead, it comes off as awkward and a little bit creepy. Edge Gel’s ripoff is even more blatant, with their spokesperson moving from room to room and different events occurring. Again, an awkward, blatant ripoff of the Old Spice guy. Maybe Old Spice should respond?

The big letdown, here, is that Edge did a great job with their Edge Shave Zone Twitter campaign, so this copycat approach is disappointing. DQ and Edge need to seriously question their advertising partners’ understanding of social media and whether a viral campaign can ever be replicated.  Next think we know, they’ll be tweeting and setting up a YouTube channel.

I’d be interested to hear thoughts on whether viral campaigns are usually “one and done” or whether they can be replicated in-part or in-whole by other brands. Feel free to leave thought/feedback in a comment.

 

Sophia Bee

Saturday 13th of April 2019

I would like to read more insight from you! Also I am going to share this |blog immediately. Awesome!

Sophia Bee

Saturday 13th of April 2019

I’m not that much of a internet reader to be honest but your sites really nice, keep it up! I’ll go ahead and bookmark your website to come back in the future. Many thanks

James Holderman

Sunday 31st of March 2019

Your blog is very helpful for me. I enjoy the valuable data you deliver to your posts. There are so many things I did not know, I have to have some of these gadgets! Thanks for sharing this post.

James Anderson

Friday 29th of March 2019

My thought would be it was a pretty good way to mocking one another, the same way other mocks apple for the headphone jack but just next year they are all following it... it's a humor that put a smile on people face, and a happy customer buys whatever you offer them

Joseph Coffee

Monday 18th of February 2019

Felt good to read this article. I am inspired by your work and got some great ideas. Thanks and keep sharing !!