Old Spice gentleman hunt

This case study describes how a campaign that combined online content with local knowledge helped Old Spice, the male grooming brand, tap into the confusion over masculinity and reconnect with its target audience.

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...

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