Old Spice Navigates the Seas of Manhood
What comes after the man your man can smell like?
Old Spice is known for two things: great smelling deodorant and hilarious commercials. But when you are the most beloved brand and a leader in the category for a decade, the need for innovation to keep the target off your back is as strong as Terry Crews’ pecks. So when the Proctor & Gamble-owned Old Spice started to expand into new categories with products like beard care and foaming body wash, they called on lead agency Wieden + Kennedy to help develop new ways of selling those products only the way Old Spice could. This led to innovative work in live streamed content and direct response campaigns across social media.
My contribution
Brand Planning
Social Media strategy
eCommerce Strategy
Comms Planning
A Few Highlights
To launch Old Spice’s new Beard Care Kit, we made a live interaction barbershop quartet Youtube stunt to answer guys’ questions about beard care.
My contribution:
Planning
Youtube strategy
To reach those pesky millennials with messaging about Old Spice’s new foaming body wash, we created a 2-hour long interactive board meeting on Youtube, allowing viewers to engage and actually steer the meeting through comments, voting, and submitted drawings, all within the Youtube live viewer.
My contributions:
Planning
Youtube Strategy
Production assistance