Old Spice gentleman hunt
Campaign details
Agency: ArcClient: Procter & GambleCategory: Direct 1:1 Communication & Digital CommunicationCountry: UK
Background
Across the male deodorant category, competitors had capitalized on this behavioral shift and established distinctive brand propositions anchored in the attitudinal mindsets of this new modern male. Within this landscape, Old Spice had become dated and irrelevant. The client was tasked with driving relevancy, brand awareness and ultimately sales in the potentially lucrative Christmas period.
National context of the campaign
Procter & Gamble uncovered that within their audience there remained an innately primal desire...