New Old Spice Grooming Line Reignites Confidence and Encourages Guys to Smell Ready for Anything In 2021

CINCINNATI–(BUSINESS WIRE)–Jan 29, 2021–
Today, Old Spice unveils the new “Smell Ready for Anything” campaign featuring a series of ads highlighting transformative moments to encourage guys to smell new possibilities, realize true potential within, and manifest their own greatness in 2021. With more than 80 years empowering guys to feel confident in their own skin, the brand’s latest over-the-top ads serve as a “pep talk” that, along with the brand’s latest product innovations, will boost guys’ confidence to challenge his inner critic.
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Old Spice Red Reserve debuts with three ridiculously long-lasting, cologne-quality scents – Dynasty, Sea Spray and Royalty. (Photo: Business Wire)
It’s harder now more than ever for guys to stay on top of routines that were once on autopilot. Young adults (ages 18 to 29) have been impacted the most this past year. More than half of young adults lived with one or more of their parents, are losing their jobs, or taking pay cuts, according to a new Pew Research Center Analysis of monthly Census Bureau data. However, young men are not the only group affected, given three-in-five men feel the past year has had a greater negative impact on their mental health than the 2008 recession. Compounding the epidemic, this cultural shift has created an opportunity for guys’ inner critic to become louder and louder, leaving guys feeling stuck, jobless, and emotionally exhausted. There is hope – 71 percent of men are optimistic about the future.
Old Spice debuts the “Smell Ready for Anything” campaign on January 29, integrating digital/television creative, a unique social media influencer push and a roster of NFL stars inspiring guys to step up to greatness during Super Bowl week.
“Now more than ever, guys need a reminder to see the potential within themselves and nurture seeds of confidence, even when we can be self-critical,” said Matt Krehbiel, Old Spice vice president at Procter & Gamble. “Old Spice encourages guys to challenge their inner critic, while providing great-smelling products that help them look and feel at their best.”
The campaign features the latest deodorant, antiperspirant and body wash offerings to deliver on diverse needs with the lasting, cologne-quality Dynasty, Royalty and Sea Spray scents, Old Spice’s #1 sweat fighter with Clinical Sweat Defense with 73-hour sweat protection, and the deep skin hydration missing from many male body washes via Hydrate with Aloe body wash.
These new Dynasty, Royalty and Sea Spray fragrances are designed by industry leading perfume technologists, who focus on designing the best fragrance experience into products. Research suggests scents can trigger memories or emotions, prompting behaviors, and even improving psychological states. Like leading designers in New York and Paris, Old Spice perfumers are tracking the latest trends in fashion and fine fragrances to deliver the freshness and longevity desired.
The “Smell Ready for Anything” Campaign
Smell Ready for Anything” kicks off on January 29 with the debut of "Winner" starring actor/singer/model Keiynan Lonsdale (CW’s The Flash, the Divergent trilogy, Love, Simon ), the first in a series of spots depicting guys “smelling up to their potential” with Old Spice as the catalyst. Fueled by over-the-top ad creative, each spot highlights unbelievable stories of guys getting “unstuck” from a mental fog to go on and achieve their dreams in record time.
Concurrently, Old Spice is bringing together celebrities and its Old Spice Guys, including athletes and well-known social media influencers, to share their “ MANifestations of Greatness, ” humorously inspiring guys to unlock their potential this year.
Immediately following during the week of the Big Game, Old Spice will once again tackle “Radio Row” at the Super Bowl, albeit virtually, with a roster of all-pros including NFL leading rusher Derrick Henry (Tennessee Titans), All-Rookie standout Chase Young (Washington Football Team), star tight end George Kittle (San Francisco 49ers) and more. The players will appear on national media outlets to discuss how they will “Smell Ready for Anything” in 2021.
Old Spice Red Reserve – Long Lasting, Cologne-Quality Scents
Old Spice Red Reserve debuts with three ridiculously long-lasting, cologne-quality scents – Dynasty, Sea Spray and Royalty – found right in the grooming aisle and not hiding behind a fancy glass counter. Guys can now bring the elevated Old Spice scent experience and trusted performance into their daily routine in three ways:

  • Aluminum-freeDeodorant with Old Spice 48-hour odor protection
  • Antiperspirant/Deodorant for guys who need 48-hour sweat protection and odor protection
  • Cleansing Body Wash with an abundant, invigorating lather and long-lasting cologne scent

Old Spice Clinical Sweat Defense
Old Spice Sweat Defense is the legendary sweat and odor fighter for guys who want lasting protection. Now, the legend grows: Sweat Defense is available in an upgraded Clinical form. Old Spice Clinical Sweat Defense delivers 5-in-1 protection with 73 hours of sweat protection and long-lasting scent, so busy guys stay dry and fresh-smelling no matter what comes their way. Clinical Sweat Defense is also dermatologist-tested with skin moisturizers so guys can be assured that Clinical Sweat Defense is gentle on skin.
Old Spice Hydrate with Aloe Body Wash
Old Spice Hydrate with Aloe body wash is the newest innovation in Old Spice’s award-winning Fresher Collection lineup providing guys with real ingredients, benefits, and fresh scent. Hydrate with Aloe body wash delivers deep hydration after just one use, while also generating a rich lather for clean, hydrated-feeling skin. An aloe-infused companion, Canyon with Notes of Aloe anti-perspirant/deodorant offers legendary Old Spice 48-hour sweat and odor protection.
About Old Spice
Procter & Gamble’s Old Spice is the quintessential grooming brand. With more than 80 years as an American icon, Old Spice is the authority on grooming experience and has leveraged this heritage to become the No.1 selling anti-perspirant and deodorant brand for guys in the United States. Old Spice offers a complete product portfolio for today’s evolving needs, including anti-perspirants, deodorants, body washes, body sprays, shampoos and hair stylers.
For more information about Dynasty, Royalty and Sea Spray fragrances, Old Spice Clinical Sweat Defense and Hydrate with Aloe body wash, check Old Spice out at www.oldspice.com, Instagram ( oldspice ), Twitter ( @OldSpice ) and Facebook ( http://www.facebook.com/OldSpice ).
View source version on businesswire.com:https://www.businesswire.com/news/home/20210129005132/en/
CONTACT: Chris Overholser, Citizen Relations
chris.overholser@citizenrelations.comJuwan Thompson, Procter & Gamble
thompson.j.3@pg.com
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SOURCE: Procter & Gamble
Copyright Business Wire 2021.
PUB: 01/29/2021 09:02 AM/DISC: 01/29/2021 09:02 AM
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