P&G spices up Old Spice
Procter & Gamble is showing CPG brands how they can reinvent themselves for the e-commerce era with an exclusive launch on Amazon.
The company announced that for its Old Spice brand’s 80 year celebration, a new Old Spice Beard Care Collection will become exclusively available on Amazon. The brand’s first-ever beard lineup features a new Beard Oil, Beard Balm, Beard Conditioner and Beard Wash collectively sold for $49.99.
“Beards: they’re not just for lumberjacks, pirates, and 19th century psychiatrists any more! Nearly a third of American men1 are now sporting facial hair, and Old Spice is a legendary brand for helping guys navigate the seas of masculinity,” said John Brownlee, Old Spice Brand Director at Procter & Gamble. “As the No. 1 selling anti-perspirant/deodorant and body wash brand for guys of all ages, Old Spice can now help with serious beardness.”
Old Spice has teamed up with NFL’s bearded brothers, Jason Kelce of the Philadelphia Eagles and Travis Kelce of the Kansas City Chiefs, to star in the brand’s advertising campaign titled “The Old Spice Guys’ Grooming Guidance Guide for Guys with Beards,” debuting across the brand’s social media channels.
P&G owns a number of popular brands, including Always, Ambi Pur, Ariel, Bounty, Charmin, Crest, Dawn, Downy, Fairy, Febreeze, Gain, Gillette, Head & Shoulders, Lenor, Olay, Oral-B, Pampers, Pantene, SK-II, Tide, Vicks, and Whisper. The P&G community includes operations in approximately 70 countries worldwide.