Old Spice Launches New Offensive In Deodorants; Signs Linebacker Urlacher
This article was originally published in The Rose Sheet
Executive Summary
Procter & Gamble is adding a four-SKU line of deodorants to its existing Old Spice Red Zone antiperspirant line and will support the launch using a new spokesman, Chicago Bears linebacker Brian Urlacher, the company announced
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Procter & Gamble is adding a four-SKU line of deodorants to its existing Old Spice Red Zone antiperspirant line and will support the launch using a new spokesman, Chicago Bears linebacker Brian Urlacher, the company announced. "Old Spice has really looked at sports to represent the brand," P&G stated. "It's a performance brand designed for guys that are very active." Given the football star's defensive position, Urlacher fit particularly well with the positioning of the brand, the firm added. As part of Urlacher's two-year agreement with P&G, he will appear in print and TV ads for the new Red Zone deodorants and also will make promotional and media appearances for the brand. Print and TV ads featuring the star "on the field in defensive situations" will debut in August as an extension of Old Spice's 10-year-old "1-800-prove-it" campaign, the company said. Print ads, shot by sports photographer Walter Looss will debut in September issues of sports and men's magazines, while TV spots, debuting Aug. 11, will be aired during professional football broadcasts. The ad campaign was designed by Saatchi & Saatchi. Red Zone deodorants are an extension of the High Endurance antiperspirants that debuted in 2000. P&G supported the original launch with promotions featuring NASCAR racer Tony Stewart (1 (Also see "Old Spice, NASCAR Enter Red Zone With Antiperspirant/Deodorant Ads" - HBW Insight, 17 Jul, 2000.), p. 9). The new products are expected to be strong additions to the brand as deodorants currently account for about 29% of antiperspirant/deodorant category sales, P&G said. The new collection features a new proprietary CORE technology, a controlled release scent technology that is said to provide 24 hours of odor protection. The deodorants will feature three new fragrances in addition to the existing Pure Sport, the number one rated scent in the category according to P&G. The new scents include Metallic Ice, Aqua Reef and Glacial Falls. Products will debut in August and will retail for $3.79. |