Procter & Gamble’s Old Spice has revamped its lineup of men’s body sprays with new, first-in-category Re-fresh Technology, which promises to eliminate the need for guys to overspray or reapply throughout the day.
Arriving in stores this month, new Old Spice Re-fresh Body Sprays feature 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.
To celebrate the launch of Old Spice Re-fresh Body Sprays with Re-fresh Technology, Old Spice is introducing two new scents to its Wild Collection lineup – Bearglove and Lionpride.
“There's no denying that guys overspray, but there's also no denying that guys still need odor protection,” John Sebastian, Old Spice marketing director at P&G, said. “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 complement the launch of its new lineup of Re-fresh Body Sprays, 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, 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. “Momsong” made its television debut during NFL Wildcard Weekend on Jan. 5. The subsequent spots are currently available on the brand's social media channels on Facebook
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 showcase the benefits of new Old Spice Re-fresh Technology, the brand has also developed the Old Spice “Scent Responsibly” video, which will be featured on the brand's social channels and www.OldSpice.com.