The tongue-in-cheek campaign to promote the new collection features a series of digital infomercials hosted by Bob Giovanni, ‘the king of products’, and is backed by a full refund if customers are not satisfied with claims that the formulations are now more effective.
Named the ‘Hardest Working Collection’, the line up consists of the companies Odor Blocker and Sweat Defense technology for the anti-perspirant/deodorants, together with Dirt Destroyer formulation advances for the body wash.
Campaign focuses on millennials
Clearly the marketing campaign and the rebranding is tapping into a younger generation of male grooming consumers, specifically the millennials and mature generation z groups.
What defines these male consumers is an openness to more detailed male grooming routines, which is combined with the need to resonate digitally with light-hearted marketing campaigns that engage consumers.
P&G’s approach to cornering these younger male consumers follows these branding trends, while also focusing on basic efficacy claims, specifically concerning hygiene and smelling good.
Focus on performance and fun
“Guys have come to know and love Old Spice for the premium scents we offer and our current lineup delivers performance on parity with competition,” said Janine Miletic, Old Spice Brand director at Procter & Gamble.
“With the launch of the new Hardest Working Collection, we’ve taken that performance up a notch. Truly delivering Legendary Protection for Legendary Men.”
The collection includes the Odor Blocker Anti-Perspirant/Deodorant collection which is said to have longer and stronger sweat protection and a 50% improvement in BCD odor fighting properties. It is available in five scents with interesting names such as Stronger Swagger and Living Legend.
Similarly the Sweat Defense Anti-Perspirant/Deodorant collection comes with a claim of 66% sweat reduction capabilities, compared to an industry standard of 33%, while the Dirt Destroyer Body Wash is said to have a 30% thicker formula and 20% more scent.