2009 SILVER

BEAUTY PRODUCTS & SERVICES

IS OLD SPICE HAIR & BODY WASH RIGHT FOR ME?

OLD SPICE, PROCTER & GAMBLE

Marcus Blanks, Asst. Bus. Mgr.-Personal Cleansing Category
Carl Stealey, Mngng. Dir.

WIEDEN+KENNEDY

Britton Taylor, Sr. Planner
Drew Guiteras, Planner
Mark Fitzloff, Creative Dir.
Monica Taylor, Creative Dir.
Shelley Stevens, Acct. Dir.
Jessica Monsey, Mgmt. Super.
Bill Morgan, Group Media Dir.

In 2008, Procter & Gamble and its agency set out to relaunch Old Spice's Hair & Body Wash. Research revealed that many guys were alienated by overcomplicated or overly feminine products on the shelf. Thus, the campaign presented Old Spice Hair & Body Wash as an easy choice for no-nonsense guys, regardless of the hair, body or body hair they were bringing to the table. Sales skyrocketed, beating year-ago results by 70% and propelling Hair & Body to become the No. 1 variant in the male body wash category just one month after launch.