Manly Bar Soap Line to Debut from Old Spice

Apr 8th, 2013

Abby Penning

The Old Spice brand from Procter & Gamble announced it is introducing an all-new lineup of manly scented bar soaps to the brand's collection of male grooming products. Arriving in stores April 2013, new Old Spice bar soap is available in the brand’s three most popular scents—Fiji, Pure Sport and Swagger.

"With new Old Spice bar soap, we wanted show the more than 40% of guys who are bar soap loyalists that we have their backs when it comes to manly scented shower equipment," said Joe Arcuri, vice president, North America beauty care at P&G. "We know many guys are living with an unspoken shame—that they simply use whatever bar soap is already in the shower based on what the woman in their life purchased and is often using. I guess we're also in the business of helping guys reclaim their territory in the shower."

To complement the launch of its new lineup of bar soaps, Old Spice will roll out a new broadcast television advertising campaign that pays tribute to the popular jingle soap commercials of the 1980s and 1990s. Developed by Wieden+Kennedy, the campaign demonstrates how guys can wash their body the manly way, with manly scented bar soap to the tune of a masculine, yet informative jingle about their life story. The campaign will launch with two television ads, “Shower” and "Watermelon” on April 9, with a third spot to debut this summer.

The new Old Spice bar soap launch also will be supported by a cinema and dedicated online campaign with media banners bringing the marketing creative's tagline—"The Bar Soap You've Been Smelling For"—to life.