Showering guys with the bar soap they've been smelling for
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.
PROJECT NAMEOld Spice Bar Soap
CLIENT CONTACTJason Partin / Molly Campanella
DURATION OF CAMPAIGNApril 2013 – August 2013
Creative DirectorsJason Bagley / Craig Allen
Art DirectorCroix Gagnon
Senior ProducerLindsay Reed
Account TeamLiam Doherty
Executive Creative DirectorsJoe Staples / Susan Hoffman
Head of ProductionBen Grylewicz
Production CompaniesBiscuit Filmworks | Revolver
Executive Producers Shawn Lacy / Holly Vega / Michael Ritchie
Line Producer Pip Smart
Director of PhotographyBen Seresin
Editorial CompanyWork Editorial
Asst. Editor Healy Snow
Post Executive ProducerErica Thompson
VFX CompanyThe Mill
Executive ProducerSue Troyan
Coordinator Samantha Axelrod
VFX Supervisor | Flame ArtistTim Davies
Flame Artist LeadSarah Eim
Flame Artist Bill Higgins
Flame ArtistElad 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
Engineer Ted Tuthill
Mix CompanyAvatar Studios
Music Editing Madpan Productions / Uri Djemal and Lime Studios / Rohan Young