2010 SILVER

BEAUTY PRODUCTS & SERVICES

SWAGGER: THE SCENT THAT MAKES A DIFFERENCE

OLD SPICE, P&G

Jim Urbaitis, Assistant Brand Manager
James Moorhead, Brand Manager
Nick Patterson, Brand Manager

WIEDEN+KENNEDY

Britton Taylor, Senior Strategic Planner
Jessica Monsey, Account Supervisor
Diana Gonzalez, Account Executive
Eric Baldwin, Creative Director
Jason Bagley, Creative Director
Sean O'Brien, Digital Design Director
Bill Morgan, Media Director

In 2008, 'Glacial Falls' was the worst-performing scent in the Old Spice portfolio and was in jeopardy of being pulled from store shelves. Our task: to rebrand 'Glacial Falls' and save the scent from extinction by doubling sales. Ultimately, we relaunched the scent as 'Swagger: The Scent that Makes a Difference,? and the campaign far-exceeded our goals. Sales of 'Swagger' deodorants and body wash exploded, and the scent is now one of the best-performing scents in the Old Spice lineup.