Old Spice to keep tongue-in-cheek campaigns as it moves into France

By Michelle Yeomans

- Last updated on GMT

Old Spice to keep tongue-in-cheek campaigns as it moves into France

Related tags Procter & gamble Odor

Old Spice is moving into new territory as it opts to expand into the French market, where it will focus on the deodorants sector with the 'Danger Time' range.

Since being acquired by Procter & Gamble back in the 90's, campaigns for Old Spice have become renowned due to skillfully navigated campaigns that have taken the old image of the brand to the next level with a humor that speaks to men of a younger demographic, devised by the agency Wieden + Kennedy. 

Although Old Spice is not well known in France, the brand plans to retain its’ tongue-in-cheek campaigns that have helped it become popular with new audiences in the US.

The brand will keep with the retro image of 'manhood' and hold onto its current voice over whilst point of sale materials will include an explanation of Old Spice's history, the meaning of the boat logo, its many hits on YouTube videos and its use of American footballer turned actor Isiaah Mustafa as the face of the brand.

To date, the main source of buying these products in France has been through the online store Pharmacie Anglaise. 

Changing how men use deodrants..

In the latest ad campaigns for Old Spice, P&G opted to replace it's famous hunk , Mustafa, with er, a mandroid.

According to reps for the global personal care giant, the mandroid is an awkward robot masquerading as a less-than-convincing man, but is wearing Old Spice spray and deodorant together, so 'smells amazing' and is 'really cool'. 

In fact, earlier in the year P&G claimed to have solved men’s ‘overspray’ problems by introducing a proprietary technology to a variety of its body sprays.

The consumer goods giant explains that as a guy sweats, fragrance is pushed out of the core releasing bursts of scent when a guy needs it the most. With new Old Spice Re-fresh Body Sprays, P&G says that ‘One Spray Lasts All Day’, means no more annoying spray clouds.

The technology featured a patented cyclic molecule with an empty core that absorbs some fragrance as the body spray dries on the skin.

The development was introduced following a survey conducted by Old Spice which revealed the primary cause of overspraying is because men think body spray scents fade too quickly, and the majority admit they were never taught how to apply it properly.

Related topics Business & Financial Fragrance

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