Old Spice Newsroom

PARLEZ-VOUS FRANÇAIS? Old Spice Introduces New Red Collection Premium Scents for Exceptional Gents with First-Ever French Language Ad

New Old Spice Campaign Premieres During 60th Annual GRAMMY Awards with Ridiculous Parody of Fine Fragrance Commercials

Monday, January 29, 2018 3:00 am PST

Dateline:

CINCINNATI

Public Company Information:

NYSE:
PG

New Old Spice Campaign Premieres During GRAMMY Awards with Ridiculous Parody of Fine Fragrance Commercials

CINCINNATI--(BUSINESS WIRE)--Celebrating 80 years as the manliest grooming brand on the planet, Old Spice is taking scent to the next level with an over-the-top ad campaign, en français, to launch its new Red Collection premium scents for exceptional gents ... in the men’s grooming aisle. Developed by Procter & Gamble’s (P&G) fragrance experts, the Old Spice Red Collection is inspired by fine fragrance trends, enhanced with superior ingredients and the brand’s innovative, new “Fade-Resistant Scent Technology” that provides long-lasting scent benefits that resist fade. The Old Spice Red Collection comes in anti-perspirants, deodorants, body washes, body sprays and shampoos, proving that a premium, daily scent experience can be accessible to all guys, without breaking the bank.

“With our new Red Collection and supporting ad campaign, Old Spice is shattering the belief that premium scents only come in fancy bottles with fancy price tags from fancy fragrance houses in France,” said Janine Miletic, Old Spice Brand Director at Procter & Gamble. “After all, we have some of the world’s most renowned perfumers on our team and we're excited to democratize the premium scent experience by introducing scents inspired by fine fragrance brands to the Grammys and to guys everywhere in the male grooming aisle.”

Old Spice premiered its new humorous parody of fine fragrance commercials with the all-French “Red Sweater” spot during the GRAMMY Awards telecast on January 28. Starting today, fans can see the fully-translated version on Old Spice’s YouTube channel. The campaign continues next month with the launch of a second ad, “Marco Love-O.”

Developed by Wieden + Kennedy (Portland), the campaign is awash in dramatic humor and features the tagline “We Make Scents … for Men” to reinforce the brand’s fragrance credentials and accessibility for all guys, no matter their social status or language spoken:

  • “Red Sweater (:60) – A beautiful French woman sits by the fire, reminiscing about the man she once met who wore Old Spice … visualizing him aboard his ship after freshening up with Old Spice Captain body wash. Thankfully, she has his Red Sweater to remember him. Suddenly, something is amiss. She dashes out in a desperate search. "Old Spice! Old Spice!," she calls out. Soon "Old Spice" echoes throughout the village. The spot builds to a crescendo as dramatic music unfolds. At last, she turns the corner to be reunited with the fragrance she desires … her Captain. And that rascal dog, Old Spice.

Introducing Premium Scents for Exceptional Gents

The Old Spice Red Collection’s new premium scents celebrate the brand’s nautical history and are designed for guys (and ladies) with a nose for premium, long-lasting fragrance. To further solidify its premium status, a recent P&G blind ‘sniff test” study1 revealed that men prefer the Red Collection’s anchor scent – Captain – over leading competitor scents. Scents include:

  • Captain: The Scent of Command. A modern scent with crisp top notes of water & citrus met with subtle green notes.
  • Ambassador: The Scent of Excellence. A classic masculine scent with warm, caring notes of creamy amber freshened by spicy, woody top notes.
  • Nomad: The Scent of Adventure. An innovative, aquatic fragrance that captures classic elements of fougere in an explosion of juicy citrus and crisp watery fruits.

Old Spice Launches “Fade-Resistant Scent Technology”

Exclusive to Old Spice men’s grooming products, the Red Collection also introduces the brand’s new “Fade-Resistant Scent Technology” designed to stop “noseblindness” that can happen with a product’s daily use, when the nose becomes habituated to smell and starts ignoring it.

  • “Fade-Resistant Scent Technology” – Available in Red Collection anti-perspirants and deodorants, works by infusing P&G’s top-secret raw perfume ingredient mixture into the product. When combined, the result is perceived longer lasting, higher scent benefit over the life of a stick.
  • When put to the test, 83 percent of guys agreed2 that the technology-infused deodorants worked as well after four weeks of use as on the first day.

The Old Spice Red Collection is available nationwide at drugstores, grocery stores and mass merchandisers (MSRP: $4.99; Pricing at the sole discretion of retailers).

Old Spice Celebrates 80 Years

This year, Old Spice celebrates its milestone 80th anniversary as the manliest grooming brand on the planet. The brand is kicking off its year of SMELL-ebrations with the launch of new Red Collection, with additional surprises planned for fans throughout 2018.

“Old Spice has been sailing the seas of men’s grooming longer than anyone out there and there’s a reason why we’re the No. 1 selling anti-perspirant/deodorant stick and body wash brand with guys of all ages,” said Miletic. “We understand what guys want and what they are frustrated with today, which includes not being able to smell their product at the end of the day. These insights go directly into our product design and our new Red Collection is the perfect example of that, combining preferred scents and breakthrough technology. We look forward to continuing to evolve with guys over the next 80 years!”

For more information on the Red Collection and full Old Spice grooming line-up, visit OldSpice.com. For more on legendary manliness, visit Twitter (@OldSpice), Facebook (Facebook.com/OldSpice), YouTube (YouTube.com/OldSpice), Instagram (oldspice) and Tumblr (oldspice). Join the legendary conversation by following #OuiOldSpice.

ABOUT OLD SPICE

Procter & Gamble’s Old Spice is the quintessential men’s grooming brand. With 80 years as an American icon, Old Spice is the authority on the male grooming experience and has leveraged this heritage to become the No.1 selling anti-perspirant/deodorant stick and body wash brand with guys of all ages. Old Spice offers a complete product portfolio for today’s man, including anti-perspirants, deodorants, body washes, body sprays, shampoos, hair stylers, electric razors and trimmers, shave gels, after shaves, colognes. Check Old Spice out at www.oldspice.com, Facebook (http://www.facebook.com/OldSpice), Twitter (@OldSpice), Instagram (oldspice) and Tumblr (oldspice.tumblr).

1 Study commissioned by P&G in 2016 with External Agency.

2 Study commissioned by P&G in 2015 with External Agency.

Contact:

Citizen Relations
Jessica Johnston, 213-996-3784
jessica.johnston@citizenrelations.com
or
Citizen Relations
Chris Overholser, 213-996-3791
chris.overholser@citizenrelations.com
or
Procter & Gamble
Nicole Draznik, 513-983-0502
draznik.n@pg.com

Multimedia Files:

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New Old Spice Red Collection in Captain, Nomad and Ambassador premium scents, available in anti-perspirants, deodorants, body washes, body sprays and shampoos, proving that a premium, daily scent experience can be accessible to all guys, without breaking the bank. (Photo: Business Wire)
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"Red Sweater" spot still from the new Old Spice "We Make Scents for Men" campaign - featuring the Red Collection, a line of premium scents for exceptional gents ... in the men's grooming aisle. (Photo: Business Wire)
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"Red Sweater" spot still from the new Old Spice "We Make Scents for Men: campaign - featuring the Red Collection, a line of premium scents for exceptional gents ... in the men's grooming aisle. (Photo: Business Wire)
PARLEZ-VOUS FRANÇAIS? OLD SPICE PRESENTE SA NOUVELLE RED COLLECTION DE PARFUMS HAUTS DE GAMME POUR DES HOMMES D'EXCEPTION AVEC SA TOUTE PREMIERE PUBLICITE EN FRANÇAIS.
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