Old Spice Smell Mantastic: Local relevance on a limited budget
Sunaina Sainath and Karishma Frank
Campaign details
Brand owner: Procter & GambleLead agency: Wieden + KennedyBrand: Old SpiceCountry: IndiaIndustry Deodorants, anti-perspirantsChannels used: Events and experiential, Internet - display, Internet - general, Internet - microsites, Internet - search, Mobile and apps, Online video, Public relations, Social media, Television, Word of mouth, advocacy
Executive summary
In 2013, P&G India wanted to revive Old Spice and launch new packaging designs for its four deodorant fragrances. But how could an old-fashioned brand become...