CLIENT
Procter & Gamble
Carl Stealey - Managing Director
Marcus Blanks - Asst. Business Manager, Personal Cleansing Category
AGENCY
Bill Morgan - Group Media Director
Mark Fitzloff - Creative Director
Drew Guiteras - Planner
Jessica Monsey - Mgmt. Supervisor
Shelley Stevens - Acct. Director
Britton Taylor - Sr. Planner
Monica Taylor - Creative Director
SUMMARY
In 2008, Procter & Gamble and its agency set out to relaunch Old Spice's Hair & Body Wash. Research revealed that many guys were alienated by overcomplicated or overly feminine products on the shelf. Thus, the campaign presented Old Spice Hair & Body Wash as an easy choice for no-nonsense guys, regardless of the hair, body or body hair they were bringing to the table. Sales skyrocketed, beating year-ago results by 70% and propelling Hair & Body to become the No. 1 variant in the male body wash category just one month after launch.
