Sculpt the Scruff: Old Spice, the Manliest Grooming Brand on the Planet, Introduces Beard Stuff Exclusively on Amazon
September 24 2018 - 6:00AM
Business Wire
New campaign reveals NFL’s favorite brothers -
Jason Kelce of the Philadelphia Eagles and Travis Kelce of the
Kansas City Chiefs - as the Bearded Old Spice Guys
Celebrating 80 years as the manliest grooming brand on the
planet, Old Spice gets down to beardness with the launch of its NEW
Old Spice Beard Care Collection. Available exclusively on Amazon,
the brand’s first-ever beard lineup features all of the essentials
including Beard Oil, Beard Balm, Beard Conditioner and Beard Wash
to help guys easily achieve the nourished, soft and sculpted beard
of their dreams.
This press release features multimedia. View
the full release here:
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NFL stars and brothers, Jason Kelce,
Super Bowl Champion Philadelphia Eagles center, and Travis Kelce,
Kansas City Chiefs All-Pro tight end, launch Old Spice's first-ever
Old Spice Beard Collection (available exclusively on Amazon) to
help guys achieve the beards of their dreams. (Photo: Business
Wire)
“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.”
To help guys stay out of “stubble,” 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 today across the brand’s
social media channels. Developed by advertising agency
Wieden+Kennedy (Portland), the ad series highlights each product
and applies the over-the-top Old Spice humor that fans have come to
expect and love:
“The Old Spice Guys’ Grooming Guidance Guide for Guys with
Beards” digital spots featuring Jason and Travis Kelce:
- Lecture (:15) - When
Jason Kelce isn’t playing football for the Philadelphia Eagles,
he’s almost always doing something else. In this case, it’s
ensuring guys have the right products to tame their beards with the
new Old Spice Beard Collection.
- Baby Man (:15) - When it
comes to football playing, beard grooming with Old Spice Beard
Collection, autograph signing, baby interacting, nodding, and sound
making, Travis Kelce always makes a touchdown.
“The Old Spice Guys’ Grooming Guidance Guide for Guys with
Beards” digital spots:
- Beard Ball (:15) - At the
end of every fake baseball game, it doesn’t matter whether your
made-up team won or lost, which imaginary player got the most
simulated home runs, or who caught the pretend game-winning catch.
The only thing that matters is that this is an ad for real Old
Spice Beard Oil.
- Long Story Short (:15) -
The lessons you learn in books are a lot different than the lessons
you learn from Old Spice Beard Balm videos, at least that’s what
we’re trying to get at in this video about Old Spice Beard
Balm.
- Manly Memo (:30) - With
the Old Spice Beard Collection, you’ll notice how Old Spice beard
products made it easy for one man to work his way up the corporate
ladder through beard transformation and with zero ladders.
- Nice and Tidy (:22) -
It’s hard to find a good barber when you wake up on a desolate
beach, buried up to your neck in sand during high tide with no sign
of human life for miles. So, when you meet a crab with a knack for
grooming and an eye for style, you know the search for the Old
Spice Beard Wash is over.
In true Old Spice spokesperson fashion, Jason and Travis didn’t
stop with just the TVC Spots. The brothers put their philosophical
beards to work and helped Old Spice pen a beard poem book titled
“The Old Spice Guys’ Grooming Guidance Guide for Guys with Beards
& Other Poems” that helps men contemplate what it means to have
a magnificently soft and nourished beard using the NEW Old Spice
Beard Collection, available for download on Amazon. With every book
purchase, Old Spice will donate all proceeds to charity
organizations committed to improving men’s health.
You Have a Beard, Old Spice Has Beard
Stuff:
- Old Spice Beard Collection Grooming
Kit ($49.99): The Old Spice Beard Collection grooming
kit includes the full beard lineup -- Beard Oil, Beard Balm, Beard
Conditioner and Beard Wash -- to give guys the complete beard
experience.
Also sold separately:
- Old Spice Beard Wash
($12.99): Old Spice Beard Wash gently washes out dirt,
grime, and the feeling of regret guys will experience for not using
this beard wash sooner.
- Old Spice Beard Conditioner
($12.99): Old Spice Beard Conditioner soften beards with
smoothing powers that allow guys to stand proudly among their
peers. Leave the beard conditioner in, or rinse it out.
- Old Spice Beard Balm
($12.99): Old Spice Beard Balm is a fancy word for
beard-taming goop that smells good and helps guys create a more
sculpted beard.
- Old Spice Beard Oil
($12.99): Old Spice Beard Oil helps nourish beards to be a
smoother, lighter, fresher and manlier smelling beard.
For more information on the new Old Spice Beard Collection
product line and the brand’s “The Old Spice Guys’ Grooming Guidance
Guide for Guys with Beards” campaign, visit the Old Spice Amazon
page. For more on beard grooming, visit Twitter (@OldSpice),
Facebook (Facebook.com/OldSpice), YouTube (YouTube.com/OldSpice),
Instagram (oldspice) and Tumblr (oldspice).
About Old Spice
Procter & Gamble’s Old Spice is the quintessential men’s
grooming brand. Celebrating 80 years as an iconic American brand,
Old Spice is the authority on the male grooming experience and has
leveraged this heritage to become the No.1 selling
anti-perspirant/deodorant stick and body wash brand with guys of
all ages. Old Spice offers a complete product portfolio for today’s
man, including anti-perspirants, deodorants, body washes, body
sprays, shampoos, hair stylers, shave gels, aftershaves and
colognes.
About Procter & Gamble
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, 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. Please visit
http://www.pg.com for the latest news and information about P&G
and its brands.
1 Mintel Reports “Shaving and Hair Removal U.S. 2017”
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version on businesswire.com: https://www.businesswire.com/news/home/20180924005324/en/
Citizen RelationsJennifer
Nguyenjennifer.nguyen@citizenrelations.com
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