The Drum Awards for Marketing - Extended Deadline

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By Gillian West, Social media manager

January 7, 2014 | 1 min read

Old Spice is targeting a younger audience with the launch of a new line of body sprays complete with an ad campaign targeted mostly at teenage boys.

‘Smellcome to Manhood’ suggests Old Spice will make you smell like a man and rather than focussing on the wearer of the scent the campaign focuses on all the mothers who will find it hard to accept their little boys are becoming men.

The campaign, created by Wieden+Kennedy in Portland, sees mothers disguising themselves as janitors and hiding behind curtains and in hedges to keep tabs on their teens that are growing up apace thanks to Old Spice.

The desire to corner the younger market sees Old Spice directly take on the AXE Lynx brand which is often marketing the go-to deodorant for teenage boys and younger men.

Old Spice

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Wieden+Kennedy

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