02.06.23
Old Spice is launching a new “Smelf-Confidence” campaign just in time for Super Bowl LVII—including a new mascot and newly-designed packaging for the Swagger lineup.
“Old Spice wants guys everywhere to feel confident when under the spotlight,” said Matt Krehbiel, Old Spice’s vice president at Procter & Gamble. “This new campaign is inspired by the insight that we can usually count on others to tell us if something is out of place. Maybe we have something in our teeth, or a spot on our shirt, but no one will tell us if we smell, leaving us wondering in those make-or-break moments, ‘do I smell right now?’ If you can’t be confident that others will tell you that you smell bad, then you need to be really confident in your grooming products.”
The Broadway-inspired ad spots feature Manuel Pacific (Terminator: Dark Fate, Ride).
Swaggy Spice will deliver odor/sweat protection to the masses at one of the most stressful, high-intensity events of the year, the Super Bowl.
The mascot, which resembles a deodorant stick with a hat and sunglasses, will hand out samples, engage fans around Phoenix, and walk the Super Bowl LVII red carpets with celebrity handlers.
Products in the Old Spice Swagger lineup include:
The Campaign
BO (body odor) is a big fear for many men. Procter & Gamble research shows men shower 2x more, apply deodorant 30% more frequently, and are 30% more likely to experience malodor than women. The Smelf-Confidence campaign highlights the everyday challenges guys must overcome while effortlessly avoiding the pitfalls of BO.“Old Spice wants guys everywhere to feel confident when under the spotlight,” said Matt Krehbiel, Old Spice’s vice president at Procter & Gamble. “This new campaign is inspired by the insight that we can usually count on others to tell us if something is out of place. Maybe we have something in our teeth, or a spot on our shirt, but no one will tell us if we smell, leaving us wondering in those make-or-break moments, ‘do I smell right now?’ If you can’t be confident that others will tell you that you smell bad, then you need to be really confident in your grooming products.”
The Broadway-inspired ad spots feature Manuel Pacific (Terminator: Dark Fate, Ride).
New Mascot
Old Spice is also introducing a mascot: Swaggy Spice.Swaggy Spice will deliver odor/sweat protection to the masses at one of the most stressful, high-intensity events of the year, the Super Bowl.
The mascot, which resembles a deodorant stick with a hat and sunglasses, will hand out samples, engage fans around Phoenix, and walk the Super Bowl LVII red carpets with celebrity handlers.
Revamped Swagger Lineup
Old Spice Swagger lineup is back with newly-designed packaging and the famed Old Spice odor and sweat fighting technology.Products in the Old Spice Swagger lineup include:
- Swagger Body Wash: Remove dirt, oil, and odor causing bacteria without drying the skin
- Swagger Deodorant: A clear, smooth application that immediately fights odor causing bacteria with 24/7 lasting odor protection with daily use
- Swagger Antiperspirant Dry Spray: A dry and invisible weightless formula with 24/7 sweat and odor protection with daily use
- Swagger Hand & Body Lotion: Fast-acting 24-hour formula provides all-day skin hydration
