Old Spice to Double Adspend in Appeal to Young Men

In a bid to appeal to America’s youth, toiletries brand Old Spice is planning its biggest marketing effort for a decade, with adspend set to double this year to nearly $48 million.

Owner Procter & Gamble is to launch two new deodorants, one a gel stick and the other an aerosol spray, plus soap and scented wipes.

Despite its association with older consumers, the brand’s deodorants have become popular with young men (it is market leader among 12 to 19-year-old males), unlike its aftershave, which will not feature in the new campaign.

P&G plans to appeal simultaneously to its younger and older clientele by using 25-year-old men in the commercials, an age it considers appealing to both teenagers and fortysomethings.

Data sourced from: Wall Street Journal; additional content by WARC staff, 25 February 2002

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