PROCTER & GAMBLE
Marcus Blanks
Carl Stealey
WIEDEN+KENNEDY
Britton Taylor
Drew Guiteras
Mark Fitzloff
Monica Taylor
Shelley Stevens
Jessica Monsey
Bill Morgan
Asst. Bus. Mgr.-Personal Cleansing
Category
Mngng. Dir.
Sr. Planner
Planner
Creative Dir.
Creative Dir.
Acct. Dir.
Mgmt. Super.
Group Media Dir.
UNILEVER
Jonah de-Lumen
Brand Mgr.
OGILVY & MATHER CHICAGO
Tereasa Surratt Creative Dir.
Jennifer Totten Copywriter
Maureen Shirreff Group Creative Dir.
Paul Elam Mgmt. Super.
Liz Wade Planning Dir.
MINDSHARE
David Lang
Andrew Heath
Melissa Shapiro
Pres.-N. Amer.
Mngng. Dir.-Team Unilever
Mngng. Dir.-Team Unilever
OGILVY INTERACTIVE NEW YORK
Socrates Papazoglou Mktg. Mgr.
INTEGRATED MARKETING SERVICES
IS OLD SPICE HAIR & BODY WASH RIGHT FOR ME?
In 2008, Procter & Gamble and its agency set out to relaunch Old
Spice's Hair & Body Wash. Research revealed that many guys
were alienated by overcomplicated or overly feminine products
on the shelf. Thus, the campaign presented Old Spice Hair & Body
Wash as an easy choice for no-nonsense guys, regardless of the
hair, body or body hair they were bringing to the table. Sales
skyrocketed, beating year-ago results by 70% and propelling
Hair & Body to become the No. 1 variant in the male body
wash category just one month after launch.
GO FRESH
The goal for this launch was to bring 20-something women into the
Dove franchise and to tap into the growing market for fragranced
and experiential personal care products. A true 360-campaign
reached and touched the target audience in innovative ways.
It sought to build affinity by acknowledging the pressures of her life
and positioning the sensory product experience as a way to put
those pressures in perspective. The campaign successfully lowered
Dove’s age profile and exceeded sales targets by up to 76%.
