Old Spice launches all-over body deodorant - Brand Innovators

Old Spice launches all-over body deodorant

  • Old Spice is continuing its popular “Men Have Skin Too” campaign starring Deon Cole and Gabrielle Dennis for the launch of its new total body deodorant. 
  • The launch commercial takes place in a yoga class where Cole notices that Dennis’s feet spell suspiciously good, like his new Old Spice Total Body Deodorant Spray. In his mind, Cole takes the fear a step further, imagining that all of the women in the class have been using his spray. 
  • In addition, in this lead up time to the Super Bowl, Old Spice has enlisted top NFL quarterbacks and centers to dissect their relationships, with the understanding that perhaps the ball snap could be more enjoyable if Old Spice were involved. 

Old Spice has moved away from its old image as your yachting dad’s deodorant thanks in large part to its activations around the Super Bowl. Who can forget Isaiah Mustafa’s winning “Smell Like a Man, Man” commercial? That bid, which was replicated many times, changed the product’s image almost overnight. 

Since then, the brand has continued to recruit engaging celebrities and spokespeople to reach younger consumers. Part of that appeal has been the five-year-old “Men Have Skin Too” campaign, which has featured Cole and Dennis, as well as cameos from Patti LaBelle, Nia Long and La La Anthony. 

The new spot launched on February 1 and will run on TV, online streamed video and social and on OTT services.