Supplier News Breaks Archives
Old Spice launches Re-fresh Body Spray line
January 6th, 2014
CINCINNATI – Old Spice has introduced Old Spice Re-fresh Body Sprays, which the brand said brings innovative technology so that "One Spray Lasts All Day."
Procter & Gamble said Monday that the new men's body spray line, due to hit store shelves this month, contains proprietary Re-fresh Technology that has a patented cyclic molecule with an empty core to absorb some fragrance as the spray dries on the skin. As a guy sweats, fragrance is pushed out of the core, releasing bursts of scent when it's most needed.
Old Spice Re-fresh Body Sprays, which will be available at mass merchants, drug stores and supermarkets, come in three scent collections: the Wild Collection (with Bearglove, Lionpride, Wolfthorn, Hawkridge and Foxcrest scents), the Fresh Collection (Fiji, Denali and Zanzibar scents) and the Red Zone Collection (After Hours, Champion, Pure Sport and Swagger scents). The Bearglove and Lionpride scents are new to the Wild Collection.
"There's no denying that guys overspray, but there's also no denying that guys still need odor protection," stated 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 support the launch of Re-fresh Body Sprays, Old Spice plans an integrated marketing campaign, dubbed "Smellcome to Manhood," that includes a series of television commercials that humorously depict how hard it is for moms to come to grips with the fact that Old Spice is "spraying a man on to their sons."
One of the commercials, a 30-second spot called "Momsong," will make its TV debut during NFL Wildcard Weekend on Sunday, Jan. 5. The subsequent spots are now available on the brand's social media channels on Facebook (Facebook.com/OldSpice) and YouTube (YouTube.com/OldSpice). The 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.