Old Spice Delivers Smelf-Confidence Under the Spotlight with New Musical-Inspired Campaign
06 Febbraio 2023 - 3:00PM
Business Wire
The Campaign Kicks Off During Super Bowl LVII
Festivities with its First-Ever Old Spice Mascot
Old Spice is pulling back the curtain on its new
Smelf-Confidence campaign with two musical theater-inspired ad
spots. The campaign continues to tell the story of how Old Spice
gives guys confidence under the spotlight, with freshness all day
and swagger all night. Highlighted in the spots is Swaggy Spice,
the brand’s first-ever Old Spice mascot, who will make his debut
this week at Super Bowl LVII Opening Night.
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the full release here:
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Old Spice Swagger lineup is back with
newly-designed packaging and the famed Old Spice odor and sweat
fighting technology that gives 24/7 freshness to those who use it
every day. (Photo: Business Wire)
BO (body odor) is a BIG fear of many men. Procter & Gamble
research shows men shower 2x more, apply deodorant 30% more
frequently, and are 30% more likely to experience malodor than
women. The Smelf-Confidence campaign highlights the everyday
challenges guys must overcome while effortlessly avoiding the
pitfalls of BO. Fortunately, the Old Spice Swagger collection
provides 24/7 long-lasting freshness*.
“Old Spice wants guys everywhere to feel confident when under
the spotlight,” said Matt Krehbiel, Old Spice’s Vice President at
Procter & Gamble. “This new campaign is inspired by the insight
that we can usually count on others to tell us if something is out
of place. Maybe we have something in our teeth, or a spot on our
shirt, but no one will tell us if we smell, leaving us wondering in
those make-or-break moments, ‘do I smell right now?’ If you can’t
be confident that others will tell you that you smell bad, then you
need to be really confident in your grooming products.”
Created by Wieden + Kennedy (Portland), the Broadway-inspired ad
spots feature Manuel Pacific (Terminator: Dark Fate, Ride). A
Colombian-born actor, Manuel is no stranger to the spotlight,
performing on international stages since the age of 7. The first
spot, “Soliloquy,” will begin airing on national television along
with YouTube, Vevo, TikTok, and Reddit. The second spot, “Tango,”
will premiere later this spring.
Make Room for Swaggy Spice, Old Spice’s
First-Ever Mascot
Speaking of keeping it cool and fresh under the spotlight, Old
Spice is introducing the freshest, campaign-inspired mascot, Swaggy
Spice. Mascots have to do it all - dance, dunk and make us laugh -
all while under the spotlight of thousands of fans. However, what
people don’t realize is mascots can sweat up to 10 pounds per game,
making them the stinkiest thing in the stadium. What better way to
pressure test Old Spice Swagger’s 24/7 long-lasting freshness than
in one of the sweatiest conditions – a mascot costume in Phoenix?
Decked out in stylish accessories, Swaggy Spice will deliver the
same odor/sweat protection to the masses at one of the most
stressful, high-intensity events of the year, the Super Bowl.
“It’s a real honor to become THE most famous deodorant stick of
all time and spread the word about my 24/7 long-lasting freshness,”
said Swaggy Spice, the official mascot of Old Spice. “I always had
big dreams thanks to my confidence-inducing fragrance and odor
protection but never expected to reach the pinnacle of deodorant
stardom with Old Spice. Shout out to my good-smelling friends and
family who believed in me as a young deodorant stick with one
dream…to deliver Smelf-Confidence to guys everywhere.”
During his surprise appearances this week, Swaggy Spice will
hand out samples, engage fans around Phoenix, and walk the Super
Bowl LVII red carpets with celebrity handlers.
Old Spice Swagger Lineup
Old Spice Swagger lineup is back with newly-designed packaging
and the famed Old Spice odor and sweat fighting technology that
gives 24/7 freshness to those who use it every day. With Swagger,
guys will have the confidence to keep cool at all times no matter
what challenges life throws at them.
Old Spice provides freshness all day, swagger all night with a
classic masculine fragrance featuring bright citrus and fresh
fruity top notes on a clean base of woods and musks. It is now
available in body wash, deodorant and antiperspirant dry spray.
Products in the Old Spice Swagger lineup include:
- Swagger Body Wash: Remove dirt, oil, and odor causing
bacteria without drying the skin to feel confident with that all
day shower clean feel.
- Swagger Deodorant: A clear, smooth application that
immediately fights odor causing bacteria with 24/7 lasting odor
protection with daily use
- Swagger Antiperspirant Dry Spray: A dry and invisible
weightless formula with 24/7 sweat and odor protection with daily
use
- Swagger Hand & Body Lotion: Fast-acting 24-hour
formula provides all-day skin hydration
For more information on the full Swagger lineup, visit
https://oldspice.com
*with daily use
ABOUT OLD SPICE
Procter & Gamble’s Old Spice is the quintessential grooming
brand. With more than 80 years as an American icon, Old Spice is
the authority on grooming experience and has leveraged this
heritage to become the No.1 selling anti-perspirant and deodorant
brand for guys in the United States. Old Spice offers a complete
product portfolio for today’s evolving needs, including
anti-perspirants, deodorants, body washes, body sprays, shampoos
and hair stylers. Check Old Spice out at www.oldspice.com, Facebook
(http://www.facebook.com/OldSpice), Twitter (@OldSpice) and
Instagram (@oldspice).
View source
version on businesswire.com: https://www.businesswire.com/news/home/20230206005197/en/
Ian Rapport, Citizen Relations ian.rapport@citizenrelations.com
Melanie Denson, Procter & Gamble denson.m@pg.com
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