Project Old Spice: Men, Women, Everyone

*This is a nonexistent, re-imagined campaign for Old Spice's new Fresher Collection.

The Vision

Instead of drawing a line between men’s body wash and women’s body wash, let’s embrace a different world: one shower, one bottle. Men, women, everyone deserves a body wash with real ingredients that leaves your skin feeling soft and clean. Old Spice’s new Fresher Collection body washes aren’t just for men, they’re for everyone!

The Approach

This campaign seeks to overcome the assumption that men and women need different products based on different needs. If one body wash left both you and your partner feeling clean, moisturized, and smelling great, why clutter your shower shelf with two bottles? Old Spice’s new Fresher Collection body washes are for everyone.

The Campaign

#1

Campaign Name: One bathhouse, one bottle.

Content Summary: Old Spice’s new Fresher Collection body washes: the official body wash of bathhouses. The challenge was to find a space that men, women, and everyone would be discussing their body wash of choice. Introducing the bathhouse! At the Old Spice bathhouse, people socialize, soak, and use their favorite product: Old Spice’s new Fresher Collection body wash.

Campaign Deliverables:

• Open physical, non-functional bathhouse locations. As Nielsen says, “Outdoor drives Search.”

• Short term leases on empty storefronts in targeted cities. Consumers, intrigued by a bathhouse opening in their city, Google the name which displays advertisements from this campaign. Advertisements could include links to the campaign's video series, influencers promoting Old Spice’s Fresher Collection body washes, etc. Key to a lower cost SEM campaign is branding the bathhouses with a very distinctive name.

• A funny video series focused on the inner-workings of the bathhouse.

• Example 1: A robed man and woman walk past each other on the way to the showers. They are both holding a bottle of Old Spice Fresher Collection body wash. They are surprised to see the other using their body wash. A conversation ensues espousing the benefits they get from using Old Spice Fresher Collection body washes. The conversation ends with a quick back and forth: “It’s for men!” and “It’s for women!” they declare. A third person walks by holding the same bottle, “It’s for everyone!”.

#2

Campaign Name: It’s Time for a Shower Intervention

Content Summary: In the style of What Not to Wear with Stacy London and Clinton Kelly, husbands, wives, and partners nominate their significant others for a shower intervention. Completely cluttered shower shelves? Hordes of almost empty bottles? Shower offenders will be offered an Old Spice shower makeover complete with shampoo, conditioner, and Old Spice Fresher Collection body wash.

Campaign Deliverables:

• A social media campaign requesting shower intervention nominations. Videos and posts encourage people to submit nominations through social media.

• A shower intervention video series. Spokespeople surprise nominees with Old Spice shower makeovers.