New Old Spice Campaign Encourages "Scenting Responsibly"

The Old Spice brand from Procter & Gamble is taking a proactive approach to helping guys “scent responsibly” by enhancing its lineup of manly scented Body Sprays with the brand's new Re-fresh Technology, which eliminates the need for guys to overspray or reapply throughout the day. With new Old Spice Re-fresh Body Sprays, “One Spray Lasts All Day.”

A recent survey conducted by Old Spice revealed the primary cause of overspraying is because guys think body spray scents fade too quickly, and the majority admit they were never taught how to apply it properly. By providing guys with the right grooming equipment for the job and the brand's “scent responsibly" educational call-to-action, the grooming brand is on a mission to end the overspraying epidemic once and for all.

Arriving in stores January 2014, new Old Spice Re-fresh Body Sprays contain a P&G proprietary Re-fresh Technology that features a patented cyclic molecule with an empty core that absorbs some fragrance as the body spray dries on the skin. As a guy sweats, fragrance is pushed out of the core releasing bursts of scent when a guy needs it the most.

“There's no denying that guys overspray, but there's also no denying that guys still need odor protection,” said John Sebastian, Old Spice marketing director at Procter & Gamble. “We're not here to tell young guys not to use body spray; we're here to equip them with the right tools and help teach them how to scent responsibly. We think this combination will be a game-changer for the body spray category.”

To better understand the root of the overspraying issue among guys in the U.S., Old Spice enlisted youth market research firm YPulse to survey more than 2,000 guys and girls (ages 13–25), as well as 1,000 moms of teenage boys across the country. The overspraying issue is real:

  • Three out of four young guys and 83% of young females admit overspraying is an issue.
  • Seventy-two percent of moms think overspraying is an issue, but only 26% think their sons are guilty of the offense.
  • Nearly 70% of guys revealed they weren’t taught how to properly apply body spray.
  • Forty-five percent of young guys said they reapply body spray because they thought their scent was fading.
  • Ninety percent of young guys and girls who have been bothered by body spray have been bothered by it in school.

To illustrate its solution to the body spray dilemma, Old Spice developed an educational video showcasing the benefits of new Old Spice Re-fresh Technology and how to spray responsibly—in true Old Spice fashion. The Old Spice “Scent Responsibly” video will be featured on the brand's social channels and With its “Scent Responsibly” call-to-action, Old Spice further solidifies its brand purpose of helping young guys navigate the seas of manhood.

According to the Old Spice "Scent Responsibly" survey, the average age a guy starts using body spray is 13 years old. To complement the launch of its new lineup of Re-fresh Body Sprays and demonstrate the important role Old Spice plays in the male coming of age, the brand will roll out its new "Smellcome to Manhood" integrated marketing campaign, including a series of television spots that humorously depict how tough it is for moms to come to grips with the fact that Old Spice is “spraying a man on to their sons.”

Developed with advertising agency Wieden+Kennedy (Portland), the new campaign features a choir of moms singing about the difficult time they are having accepting that their sons are growing up. In an over-the-top, humorous way, the moms blame Old Spice for the manly things that result when their sons use Old Spice Re-fresh Body Sprays. The TV campaign includes three spots: “Momsong” (:60); “Momsong” (:30); “Tree” (:15); and "Bowl" (:15).

The new Old Spice Re-fresh Body Sprays launch also will be supported by digital banner and rich media ads appearing across a number of sports, entertainment, humor and men’s interest outlets to further bring the marketing creative's “Smellcome to Manhood” tagline to life. And Old Spice Re-fresh Body Sprays with Re-fresh Technology are available at mass market retailers, drug and grocery stores in a variety of scents.

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