New “Don’t Smell Yourself Short” Integrated Campaign Reveals New
Product and Scent Innovation and Brings Back The Legendary Man for an
CINCINNATI–(BUSINESS WIRE)–Old Spice, the manliest grooming brand on the planet, announces new
Hydro Wash body wash, the brand’s latest legendary product innovation
and newest addition to its Hardest Working Collection. Offering superior
hydration with over 20% hydro-moisturizing complex, new Hydro Wash
features a thicker and richer lather that delivers unparalleled
performance for guys that demand more from their grooming products. Old
Spice also introduces the manly new scent, Steel Courage, across the
Hardest Working Collection.
“We’re proud to support guys on their journey to legendary freshness
with the launch of new Old Spice Hydro Wash body wash,” said Janine
Miletic, Old Spice Brand Director at Procter & Gamble. “This new shower
innovation combines ultra-superior hydration with our long-lasting,
masculine Old Spice scents. Guys, you’re smellcome.”
To celebrate the introduction of Hydro Wash, Old Spice brings back the
Legendary Man, Axel Kiener, in a new integrated campaign entitled “Don’t
Smell Yourself Short,” which encourages guys on their quest to legendary
The new campaign was launched via Old Spice’s YouTube
channel on February 1 and made its television debut during Super Bowl
LI’s pre-game programming. The full creative campaign will begin airing
on national TV on February 13. Developed by Wieden+ Kennedy (Portland),
the series of over-the-top ads depict a global renaissance man who has
more than his fair share of good looks and amazing stories of personal
Quest” (:15) – Even if your journey takes you to the remotest and
driest of deserts, thanks to Old Spice Hydro Wash, your skin will
never go thirsty. You, however, will probably be thirsty and quite
possibly in need of a sandwich.
Hero” (:60) – Some journeys define a man. But with Old Spice
Odor Blocker, a man defines the journey.
(:30) – Even if a journey is just 30 seconds, it’s still
(:15) – With Old Spice Steel Courage, sweat is far behind you. But
how does a man know when he’s gone too far? Only time (and the fact
that he is being carried like an old rolled-up carpet) will tell.
Name” (:15) – Even under the toughest of interrogations, the
answer remains the same: New Old Spice Steel Courage is the greatest
smelling shampoo on the planet.
In addition to the ads, Old Spice, “The Greatest Smell in the NFL,”
introduced its next chapter of internationally-famed product
infomercials guest-starring Super Bowl 50 MVP and Old Spice guy Von
Wash Infomercial” (:45) – Van
Mueller, ably portrayed by NFL star and aspiring infomercial host Von
Miller, joins America’s favorite TV pitchman Bob Giovanni to share the
super-charged hydration and lasting scent of new Hydro Wash body wash
in the first-ever commercial actually shot live in Death Valley.* (*
may not have actually been shot live in Death Valley).
New Hydro Wash Features “Dual Stream”
New Hydro Wash features Old Spice’s proprietary “dual stream” formula,
keeping moisturizers and cleansers separate so that the moisturizers
don’t wash away with the lather before hydrating the skin. Hydro Wash’s
thicker and richer lather means less product down the drain, resulting
in a better overall shower experience that leaves skin feeling hydrated
Hardest Working Collection Launches Manly New
In addition to the popular Pure Sport Plus and Live Wire scents, the
Hardest Working Collection welcomes a new, long-lasting masculine scent
– Steel Courage– to its line-up of body washes and most powerful
anti-perspirants, Odor Blocker and Sweat Defense.
NEW Steel Courage – Old Spice’s daring new scent combines the
energizing top notes of pineapple and warm rum with a mid-note of
intoxicating clove, crisp pepper and sage. Hints of sandalwood and
warm amber add a balanced finish. Steel Courage is also available in
Old Spice 2-in-1 shampoo and conditioner.
Amped-Up Sweat Protection
The Hardest Working Collection also delivers on legendary performance
with Sweat Defense and Odor Blocker anti-perspirants, Old Spice’s two
most powerful forms.
Sweat Defense Anti-Perspirant/Deodorant – Sweat Defense soft
solid anti-perspirant/deodorant is Old Spice’s ‘gold standard’
delivering “stronger and longer sweat protection” for all-day dryness.
Old Spice Sweat Defense delivers a 66 percent sweat reduction and is
turbocharged with Old Spice’s proprietary BCD technology to trap and
lock away bad odors as they occur while releasing fresh, manly scent
in its place.
Odor Blocker Anti-Perspirant/Deodorant – Odor Blocker is Old
Spice’s most powerful invisible solid anti-perspirant/ deodorant,
delivering legendary performance through stronger and longer sweat
protection than its other collections and a 50 percent increase in BCD
odor fighting technology that only Old Spice can claim.
The Old Spice Hardest Working Collection, including new Hydro Wash body
wash (MSRP: $4.99; Pricing at the sole discretion of the retailer), is
available nationwide at drugstores, food stores and mass merchandisers.
For more information on new Hydro Wash, the Hardest Working Collection
and full Old Spice grooming line-up, visit OldSpice.com.
For more on legendary manliness, visit Twitter (@OldSpice),
and Tumblr (oldspice).
Join the legendary conversation by following #smellegendary.
About Old Spice
Procter & Gamble’s Old Spice is the quintessential men’s grooming brand.
With nearly 80 years as an American icon, Old Spice is the authority on
the male grooming experience and has leveraged this heritage to become
the No.1 selling anti-perspirant/deodorant stick and body wash brand
with guys of all ages. Old Spice brings authenticity, performance and
confidence to male grooming and offers a wide product portfolio for
today’s man, including anti-perspirants, deodorants, bar soap, body
washes, body sprays, after shaves and colognes.
Jessica Johnston, 213-996-3784
Chris Overholser, 213-996-3791
Nicole Summers, 513-983-0502