Old Spice to appeal to young males in five-month UK campaign

Old Spice: award-winning campaign to launch in UK

Old Spice: award-winning campaign to launch in UK

Old Spice, the iconic male toiletries brand, will feature in a five-month advertising and marketing campaign featuring an award-winning TV commercial.

Launching on 22 May 2011, the campaign will feature the brand’s new look and a new variant and is designed to drive its appeal with a younger audience.

The activity kicks off with the Cannes Lion award-winning TV commercial, ‘Smell Like a Man, Man’, which airs on channels including E4, Dave and Sky Sports, video on demand, and will be seeded online.

Old Spice – whose marketing communications in the UK are handled by Fox Kalomaski with maker Procter & Gamble buying media through Starcom Mediavest – is also planning experiential activity throughout the summer and into the autumn.

This will include sampling the Whitewater variant and Old Spice’s newest male fragrance, Kilimanjaro, which is available as a body spray and deodorant stick.

Targeting men aged between 20 and 45 years, the campaign follows last year’s activity, which saw Old Spice’s team touring the UK with retro, liveried classic Capri coupes as part of a summer roadshow.

According to the brand, the activity helped Old Spice almost double its market share across the year and provided a strong platform for growth.

Old Spice will also re-launch its social networking platforms with Facebook as the focal point, plus fan communications via YouTube and Twitter.

The Facebook page (www.facebook.com/OldSpiceUK) will be the main destination site for the brand and will feature downloadable content, fan exclusives and tongue-in-cheek ‘manly’ challenges and competitions. This will be supported by a concentrated Facebook advertising campaign.

Old Spice’s distribution, managed by Ceuta Healthcare, is reported to have grown significantly over the last 12 months with more skus on offer and stocked by retailers including Asda, Boots, Sainsbury’s, Tesco and Morrisons.

Further initiatives are being planned to support retail partners in 2011, including in-store sampling and promotional offers.

Guy White, Old Spice brand manager at Procter & Gamble, said: “Old Spice is already loved by its core consumers and this latest activity, teamed with the contemporary Whitewater and new Kilimanjaro fragrances, is going to bring it to a much wider and younger audience.

“We are looking forward to the summer campaign and to building on the success of 2010 during which Old Spice’s presence [distribution] grew 20% within the UK male deodorant market. It’s an exciting time for the brand being back on TV, especially as it’s with such a funny and unique ad which has been so successful in the States.”