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Old Spice Introduces New Bar Soap LineUp

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Showering guys with the bar soap they've been smelling for

Old Spice Introduces New Bar Soap LineUp

 

Filling a void in the marketplace when it comes to guy bar soapers in need of a more masculine smelling bar, the Old Spice brand from Procter & Gamble (NYSE: PG) today announced it is introducing an all-new lineup of manly scented bar soaps to the brand's versatile collection of male grooming products. Arriving in stores this month, new Old Spice bar soap is available in the brand’s three most popular scents – Fiji, Pure Sport and Swagger.
 
 
 
"With new Old Spice bar soap, we wanted show the more than 40 percent of guys who are bar soap loyalists that we have their backs when it comes to manly scented shower equipment," said Joe Arcuri, Vice President, North America Beauty Care at Procter & Gamble. "We know many guys are living with an unspoken shame – that they simply use whatever bar soap is already in the shower based on what the woman in their life purchased and is often using. I guess we're also in the business of helping guys reclaim their territory in the shower."
 
To complement the launch of its new lineup of bar soaps, Old Spice will roll out a new broadcast television advertising campaign that pays tribute to the popular jingle soap commercials of the 1980s and 1990s. Developed by Wieden+Kennedy (Portland, Ore.), the campaign demonstrates how guys can wash their body the manly way, with manly scented bar soap to the tune of an extremely masculine, yet incredibly informative jingle about their life story. The campaign will launch with two television ads, “Shower” (:30/:15) and "Watermelon" (:15) on April 9, with a third spot to debut this summer.
 
The new Old Spice bar soap launch also will be supported by a cinema and dedicated online campaign with rich media banners bringing the marketing creative's tagline – "The Bar Soap You've Been Smelling For" – to life.  
 
As the No.1 selling anti-perspirant/deodorant stick and body wash brand with guys, Old Spice is  offering bar soap users the opportunity to bring their favorite Old Spice scents into the shower and providing another tool for their daily grooming regimen. All three scents of new Old Spice bar soap are available in 6-packs (SRP: $3.99) and 2-packs (SRP: $1.79), and can be found in retailer bar soap aisles.
 
- Fiji Bar Soap – Smells like palm trees, sunshine and freedom. Smell like the kind of man who lives in the kind of place that you’d like to smell like.
- Pure Sport Bar Soap – Clean, fresh scent for the active lifestyle. Leaves skin feeling clean, with a clean refreshing lather.
- Swagger Bar Soap – Bathe yourself in power. We’re not saying this bar of soap will make guys a confident millionaire jetfighter, but we are insinuating it.
 
Credits
 
CLIENT Old Spice 
PROJECT NAME Old Spice Bar Soap
CLIENT CONTACT Jason Partin / Molly Campanella
LAUNCH DATE 4/9/13
DURATION OF CAMPAIGN April 2013 – August 2013
 
W+K PORTLAND
Creative Directors Jason Bagley / Craig Allen
Copywriter Nathaniel Lawlor
Art Director Croix Gagnon
Senior Producer Lindsay Reed
Account Team Liam Doherty
Executive Creative Directors Joe Staples / Susan Hoffman
Head of Production Ben Grylewicz
 
PRODUCTION
Production Companies Biscuit Filmworks | Revolver
Director Steve Rogers
Executive Producers Shawn Lacy / Holly Vega / Michael Ritchie 
Line Producer Pip Smart
Director of Photography Ben Seresin
 
EDITORIAL 
Editorial Company Work Editorial
Editor Richard Orrick
Asst. Editor Healy Snow
Post Executive Producer Erica Thompson 
 
VFX
VFX Company The Mill
Executive Producer Sue Troyan
Producer Adam Reeb
Coordinator Samantha Axelrod
VFX Supervisor | Flame Artist Tim Davies
Flame Artist Lead Sarah Eim
Flame Artist Bill Higgins
Flame Artist Elad Offer
Compositor Steve Cokonis
Compositor Remedy Huynh
CG Artist Ryan Reeb
CG Artist Blake Sullivan 
CG Artist Martin Rivera
CG Artist Misha Panov
CG Artist Jacob Bergman
Shoot Supervisor Steven Anderson
 
MUSIC 
Music Libman Music
Composer Paul Libman
Record Sear Sound 
Engineer   Ted Tuthill
 
MIX
Mix Company Avatar Studios
Mixer Jay Messina 
Music Editing Madpan Productions / Uri Djemal and Lime Studios / Rohan Young
 
Color Transfer 
Company   Company3
Artist Sean Coleman
Producer Matt Moran
 

 

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Genres: Comedy, People

Categories: Soaps, Beauty & Health

lbbonline.com, Wed, 10 Apr 2013 09:30:52 GMT