Old Spice Buffs Up Legend with New Collection

The push is a personification of the brand’s new ‘Legendary Man’ character and promotes a line-up of three key creations

Old Spice, under Procter & Gamble, has launched an integrated marketing campaign to support its latest line dubbed the Hardest Working Collection. Developed by Wieden+Kennedy, the push is a personification of the brand’s new ‘Legendary Man’ character and will promote a collection of three key creations.

A mix of personal care products for men, the range includes the Odor Blocker as well as Sweat Defense Anti-Perspirant and Deodorant available in an alternating combination of scents which include the Lasting Legend, Pure Sport Plus, Stronger Swagger, Extra Fresh, Tougher Timber, and Fresher Fiji.

Whale: Our Legendary Man never slows down or second guesses how to spend his life savings, thanks to Dirt Destroyer.
Whale: Our Legendary Man never slows down or second guesses how to spend his life savings, thanks to Dirt Destroyer.

Meanwhile, the Dirt Destroyer Body Wash offering, while available across three variants, is equipped with a 30 percent thicker formula to allow for less down the drain and 20 percent more scent to deliver amplified lather and provide users an enhanced overall shower experience.

The core aspect of the initiative entails the debut of two television commercials scheduled for the NFL Wild Card Weekend. The masculine-tailored grooming giant is also slated to premier a slew of five-second technology spots which incorporate a voice-over by actor Terry Crews.

Rocket Car: The Legendary Man doesn't let speed nor lack of engineering degree stop him from taking life by the wheel.
Rocket Car: The Legendary Man doesn’t let speed nor lack of engineering degree stop him from taking life by the wheel.

The first execution titled Rocket Car, is set across a desert while focused on the Odor Blocker range, and tells the story of a man who refuses to allow speed and the lack of an engineering degree stifle him. The second—dubbed Whale—surrounds the Dirt Destroyer product and exalts confidence and manly gusto.

Meanwhile, standing behind the Hardest Working Collection’s credentials, Old Spice is returning to the brand’s roots and relaunching its 1-800-PROVE-IT money-back guarantee. If consumers are satisfied, they can use the hotline to gain information on a full refund.

Old Spice is returning to the brand’s roots and relaunching its 1-800-PROVE-IT money-back guarantee.
Old Spice is returning to the brand’s roots and relaunching its 1-800-PROVE-IT money-back guarantee.

A series of humorous digital infomercials hosted by pitchman Bob Giovanni have been mapped out to help reinforce the aforementioned performance satisfaction pledge as well as communicate the product innovation claims of the new Hardest Working Collection.

Additionally, Old Spice has teamed up with Tough Mudder as its official Men’s Body Wash and Anti-Perspirant and Deodorant Partner for the campaign’s rigorous obstacle course series. The collaboration includes sponsorship of the co-branded Mud Mile 2.0 project, post-event rinse stations, and 2016 product distribution to participants.

Old Spice pitchman Bob Giovanni demonstrates the #smellegendary properties of the Hardest Working Collection.
Old Spice pitchman Bob Giovanni demonstrates the #smellegendary properties of the Hardest Working Collection.

“Guys have come to know and love Old Spice for the premium scents we offer. Our current line-up delivers performance on parity with competition. With the launch of the new collection, we’ve taken that performance up a notch,” said Janine Miletic, Old Spice Brand Director at Procter & Gamble.