The new Old Spice push stars NFL’s favourite brothers, Jason Kelce of the Philadelphia Eagles and Travis Kelce of the Kansas City Chiefs.
To commemorate its eightieth anniversary, Old Spice has released its Beard Care Collection exclusively on Amazon. Featuring a four-product line-up which includes oil, balm, conditioner, and a wash to help men with their facial hair hygiene needs, the roll-out is supported by a strategy starring NFL’s Kelce brothers, Jason and Travis.
Both athletes have been selected to appear in an advertising campaign titled The Old Spice Guys’ Grooming Guidance Guide for Guys with Beards, which recently premiered across the brand’s social media and other marketing platforms. Developed by Wieden+Kennedy (Portland), the ad series spotlights each offering using humour.
In Lecture, Jason Kelce is depicted as an expert in schooling men on taming their beards with the right products. A second television spot, Baby Man, sees Travis Kelce tackle a fan’s enthusiasm by ‘autographing’ his son’s face. Both are 15-second executions. The NFL stars have also produced an anthology called The Old Spice Guys’ Grooming Guidance Guide for Guys with Beards & Other Poems, which is available for download on Amazon.
“Beards—they’re not just for lumberjacks, pirates, and nineteenth-century psychiatrists anymore. Nearly one third of American men now sport facial hair. Old Spice is a legendary brand for helping guys navigate the seas of masculinity,” said John Brownlee, Old Spice Brand Director at Procter & Gamble.
Amazon is a global winner of the 2018-2019 World Branding Awards in the Retail – Online category. Other related digital spots for the Old Spice Beard Care Collection include: Beard Ball; Long Story Short; Manly Memo; and Nice and Tidy.