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Old Spice launches new ad campaign, new scent
January 12th, 2012
CINCINNATI – Old Spice has rolled out a new advertising campaign for its lineup of Old Spice Red Zone body sprays and has unveiled a new scent called Danger Zone.
The Procter & Gamble men's grooming and deodorant brand said Thursday that the "Smell is Power" campaign also signals the return of Old Spice spokesman and fan favorite Terry Crews, who last appeared in the brand's Odor Blocker campaign
In the campaign, Crews demonstrates how the scents of Old Spice body spray can transform a regular smelling man into a man who smells like power. The brand also introduces the new Danger Zone scent, available in a body spray, deodorant and body wash.
Old Spice's "Smell is Power" campaign includes five television commercials, including two 30-second and two 15-second TV spots and one 15-second spot that will run exclusively on the brand's social media channels on Facebook and YouTube. The campaign begins airing during the National Football League's NFC Divisional Playoff Game on Jan. 14. The other four spots will air during the first week of February.
In addition, Old Spice will unveil two co-branded TV ads with P&G's Bounce and Charmin brands. First appearing as ordinary commercials to promote the Bounce Dryer Bar and Charmin Freshmates, each spot is eventually "taken over" by Old Spice spokesman Crews, who the company said "literally busts through each ad to illustrate how Old Spice body spray smells so much like power it sells itself in other brand's commercials."
The "Smell is Power" campaign will run on Adult Swim, BET, Comedy Central, ESPN and other channels. Digital ads also will appear across a number of sports, entertainment, humor and gaming outlets.
"The power of scent and smelling good helps inspire confidence, and body spray is a valuable tool young guys can rely on to fuel this power," stated Josh Talge, Old Spice brand manager. "This campaign is targeting younger guys who might need a little more advice when it comes to blocking odor, and we felt there was no one more appropriate to offer his wisdom on the subject than Terry Crews, who resonates well with this target and is the epitome of all things power."
Old Spice Red Zone is available as a deodorant, body spray and body wash and, besides the new Danger Zone scent, comes in After Hours, Aqua Reef, Pure Sport, Showtime and Swagger scents.