Old Spice gentleman hunt

Campaign details

Agency: Arc
Client: Procter & Gamble
Category: Direct 1:1 Communication & Digital Communication
Country: UK


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 to express masculinity in the traditional sense. Playing sport, 'small adventures' (e.g. Tough Mudder) and 'retrosexual' initiatives (e.g. Movember), were ways of satisfying the urge to behave as 'hyper-masculines'.