By John Glenday | Reporter

February 3, 2022 | 1 min read

Old Spice is inviting men to come to terms with troublesome curls after concocting a more potent formula for its haircare range in the lab.

The Procter & Gamble-owned male grooming brand wants to KO BO with its ‘state-of-the-armpit’ recipe, which it attests can bring long-lasting freshness to even your darkest crevices.

A series of four staggered adverts will run from today through to March 8, each demonstrating a different grooming product to keep the conversation flowing into the spring. First up is ‘Curls are Cool,’ a humorous campaign that has been devised to communicate how bad hair can ruin your day.

“We’re here with a reminder to never forget your ridiculously long-lasting Old Spice. From 80s action stars to CURLicious hair and even hilarious Old Spice sweat analyst Bob Giovanni, Old Spice has you covered for whatever comes your way.”

At the tail end of last year Old Spice unleashed a telenovela parody as part of efforts to reach Spanish-speaking audiences in the United States.

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