PROCTER & GAMBLE
BURGER KING CORP.
Group Media Dir.
CRISPIN PORTER + BOGUSKY
Rob Reilly Part.-Exec. Creative Dir.
Bill Wright VP-Creative Dir.
Jeff Benjamin VP-Interactive Creative Dir.
Ryan Kutscher Assoc. Creative Dir.
Paul Caiozzo Assoc. Creative Dir.
Danielle Whalen VP-Acct. Dir.
Mark Stojack Acct. Dir.
Blair Jaffe Mgmt. Super.
NEW LIFE FOR OLD SPICE
Old Spice has been a formidable presence in male grooming for
over 70 years. But Axe’s invasion in 2002 dramatically changed the
landscape. With its promise of sexual conquest, Axe became the
cool kid on the block while Old Spice was seen as increasingly
outdated and out of touch. By positioning Old Spice as an
experienced big brother, this campaign revitalized an icon and
successfully introduced the brand to a whole new generation
To coincide with the 50th anniversary of the Whopper, Burger King
conducted a social experiment removing the iconic Whopper from
the menu. The first phase of the experiment explored deprivation to
see what would happen if America’s most beloved burger was
removed from the menu forever without any announcement.
Phase two took the social experiment to another level when in lieu
of the Whopper customers were given competitors’ burgers.