Supplier News Breaks Archives
Old Spice kicks off media blitz for Red Zone line
September 9th, 2011
CINCINNATI – Old Spice has launched its new "Smell Better Than Yourself" advertising campaign centered around the Old Spice Red Zone product lineup of deodorant, body spray and body wash.
The Procter & Gamble Co. men's personal care brand said Thursday that the campaign takes a humorous look at how Old Spice scents "can turn average guys into the manliest of men."
The ads premiered on the brand's social media channels on Facebook and YouTube, giving Old Spice users a sneak preview of the first of two new television spots. The first commercial, titled "Sea Captain," aired during the NFL season-opening game on Sept. 8. The second spot, dubbed "Jet," will air beginning Sept. 17.
"Scent plays a significant role in how guys view themselves and also how others perceive them, and the new Smell Better Than Yourself campaign brings this reality to life in an entertaining way," stated Allison Bolyard, Old Spice brand manager. "Old Spice has a variety of different scents that allow a guy to choose the scent that is right for him."
The campaign features two 30-second and two 15-second TV commercials, along with a print campaign, that humorously illustrate the dramatic "transformational" powers of Old Spice's Red Zone scent lineup, according to P&G. The effort also features two new Old Spice personas, adding to the brand's cast of characters who have appeared in Old Spice's advertising throughout the years.
Old Spice's Smell Better Than Yourself ad campaign will appear across sports and pop culture channels, including major print, cable and online media. The initiative highlights Old Spice Red Zone, which is available in deodorant, body spray and body wash and comes in After Hours, Aqua Reef, Pure Sport, Showtime and Swagger scents.