- New integrated marketing campaign helps guys discover the relaxing and masculine advantages of using new Fresher Collection to "Smell As Great as Nature Is."
- Old Spice transforms New York City’s concrete jungle into lush pine forest with experiential vending machine at Grand Central Terminal’s East Vanderbilt Hall – offering amazing prizes in exchange for bountiful nature items.
Harnessing nature's power and the ridiculousness that has become a
staple of its iconic marketing campaigns, Old Spice today launched its
"Smell As Great As Nature Is" integrated marketing campaign to support
the newly introduced, outdoor-inspired Fresher Collection, including new
scents Timber, Amber and Citron. The nature-themed television spots – “Nest,”
“Log,”
“Roar,”
“Woods”
and “Coconut”
– hilariously illustrate the overwhelming freshness and unexpected
benefits of the great outdoors through the eyes and noses of guys using
Fresher Collection deodorant, body spray, body wash and shampoo.
“When a guy uses our new Fresher Collection, the scent names not only
tell him what he’s getting, but have the power to transport him to
nature,” said John Sebastian, Old Spice Brand Director at Procter &
Gamble. “We’ve captured the essence of the Fresher Collection's
transformation powers in this campaign, whether it's a bear encounter
brought on by the smell of Timber or a relaxing and equally absurd
boulder recliner on the beach as a result of using Fiji."
Developed with advertising agency Wieden+Kennedy (Portland), the new
Fresher Collection television commercials are currently available on the
brand's social media channels on Facebook (Facebook.com/OldSpice)
and YouTube (YouTube.com/OldSpice).
All five spots can be seen in rotation on national television starting
Sunday, Feb. 8, with airings during NBA All-Star Weekend on TNT, during The
Walking Dead on AMC in mid-February, as well as other popular
sports, entertainment, humor and men’s interest broadcast and online
media outlets.
-
“Nest” (:15) – A majestic hawk descends to her nest amongst
the treetops. She opens her mouth to feed her young, with surprising
results.
-
"Log" (:15) – Our outdoorsmen is enjoying the
surroundings on a giant log when he takes a deep whiff of Fresher
Collection Timber deodorant. True nature then reveals itself.
-
"Roar" (:15) – The Fresher Collection outdoorsman
has a surreal encounter with one very large Grizzly Bear.
-
"Woods" (:15) – Our hero outdoorsman explores a
lush pine forest and discovers nature, thanks to Timber Re-fresh Body
Spray.
-
“Coconut" (:15) – On a secluded island beach, the
outdoorsman learns that the Fresher Collection truly is Betterer than
Nature.
Fresher Collection Nature Exchange Vending Machine
Fan Experience
In celebration of the Fresher Collection launch and because Old Spice is
always looking for unique and surprising ways to reward its fans, the
manliest grooming brand on the planet is bringing an outrageous display
of nature to New York’s concrete jungle with the Old Spice
Nature Exchange Vending Machine at Grand Central Terminal’s East
Vanderbilt Hall. Available from February 12-14, the vending machine will
offer Old Spice fans and commuters the opportunity to exchange nature's
bounty such as leaves, sticks, acorns and pine cones for outrageous
prizes ranging from guitars and telescopes, a bungee jump vacation, and
for one intrepid car fanatic, a legendary European sports car decked out
in Old Spice red.
Old Spice Fresher Collection
Building on the success of the brand’s popular Fresh Collection and
delivering what guys want most – fresh, clean scents with names that are
easily recognizable – Old Spice recently introduced three new masculine
scents inspired by the freshest ingredients in nature, each with
descriptive names and scents that guys know and can place, Timber,
Amber and Citron. All five Fresher Collection scents are available in
anti-perspirant/deodorant, deodorant, body wash and body spray. Timber
and Fiji also are available in shampoo and bar soap. For more
information, visit OldSpice.com.
BCD Technology – Old Spice’s Odor Fighting Donuts
The new Fresher Collection lineup of nature-scented
anti-perspirant/deodorants feature P&G’s odor fighting donut technology
which releases bursts of fresh scent as sweat occurs and also traps any
odor that may form. In more scientific terms, the Old Spice BCD
technology features a cyclic molecule with a core that is preloaded with
fragrance. As a guy sweats, fragrance is pushed out of the core
releasing bursts of fresh scent.
Old Spice Nature Scent Study
Researchers have been producing ground-breaking new evidence that even
smelling nature scents can have the same calming effect on the body as
enjoying the great outdoors in person. These studies inspired Old Spice
to partner with Innerscope Research to see if the new nature-inspired
scents of the Fresher Collection have the same powerful effects. Similar
to the lie detector tests detectives employ or facial coding techniques
used by intelligence agencies, Innerscope conducted a battery of tests
on 100 males, aged 18 to 34 years old. The researchers were able to
compare the emotional response of smelling Fresher Collection scents to
those found in nature, as well as to blank and neutral scents.
Respondents also rated the Fresher Collection scents in terms of their
masculinity and their power to conjure images of nature. Key findings
included:
-
Smelling Old Spice Fresher Collection makes you feel as good as
smelling nature.
-
Smelling Old Spice Fresher Collection relaxes you as much as smelling
nature.
-
The scents of Old Spice Fresher Collection are associated with
masculine activities.
Learn more about the Old Spice Fresher Collection, the Fresher
Collection’s anti-perspirant technology and the Old Spice Nature Scent
Study from this exclusive
video. Additional study details are available, upon request.
For more information on muscles, lasers, nachos and jet skis, visit
Twitter (@OldSpice),
Facebook (Facebook.com/OldSpice),
YouTube (YouTube.com/OldSpice),
Instagram (oldspice)
and Tumblr (oldspice).
About Old Spice
Procter & Gamble’s Old Spice is the quintessential men’s grooming brand.
With 75 years as an American icon, Old Spice is the authority on the
male grooming experience and has leveraged this heritage to become the
No.1 selling anti-perspirant/deodorant stick and body wash brand with
guys of all ages. Old Spice brings authenticity, performance and
confidence to male grooming and offers a wide product portfolio for
today’s man, including anti-perspirants, deodorants, bar soap, body
washes, body sprays, after shaves and colognes.
About Procter & Gamble
P&G serves nearly five billion people around the world with its brands.
The Company has one of the strongest portfolios of trusted, quality,
leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®,
Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®,
Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, Wella® and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please visit http://www.pg.com for
the latest news and in-depth information about P&G and its brands.
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