Old SpiceP&G’s deodorant brand, launched the Free Your Armpit movement, inviting generation Z to feel more confident about their armpits. The communication, created by Wieden+Kennedy SP, is part of the strategy to relaunch the brand’s line of products, fragrances and packaging, which has undergone a historic reformulation.
The film brings the brand’s irreverent and iconic humor to reinforce that, with Old Spice, it is possible to stay protected and perfumed all day long, free to show off your armpits without fear. The track, 100% original, gives rhythm to the movement and invites people to participate in this great ode to the armpits.
“We know how unpleasant it is to be in a situation where we feel vulnerable to sweat and bad smells. Whether during work, transportation or physical exercise, we want our consumers to feel confident and free to carry out their daily activities and raise their arms without fear”, says Silvia Raia, Deodorant Marketing Director at P&G. “With this relaunch, we provide a unique combination of high performance and variety of fragrances and formats, so that Brazilians feel protected and perfumed all day long”, adds Silvia.
The campaign also has a strategy on social media, with content produced by influencers Igor Guimarães, Matheus Costa and Stenio Lactea, in addition to actions in podcasts and channels such as Rango Brabo and Those Caras. With film production by Immigrant and sound production by Satélite, the campaign is directed by Pedro Tejada.
“Only Old Spice, a brand with acidic and irreverent DNA, can speak so lightly about the discomfort caused by sweat. So we tried to bring everyday situations from the lives of Gen-Z to show that, with the brand’s new products, fear gives way to confidence and people feel free to raise their arms and free their armpits”, adds José Ferraz, creative director at Wieden&Kennedy SP.
Innovation and technology
After more than two years of in-depth research on the Brazilian consumer, Old Spice announces its biggest innovation in Brazil since the brand’s launch in the country in 2014. Based on demands detected in consumer research, the brand carried out a historic reformulation of its line.
Research conducted by P&G with Brazilian consumers indicated a growing need for more effective deodorants on the market. Seven in ten consumers reported weekly failures in the products they currently use*. Among the attributes most valued by Brazilians are prolonged protection against odors and sweat, pleasant and long-lasting fragrances and the prevention of stains on clothes.
The reformulation of Old Spice meets and exceeds these demands, offering a wide variety of irresistible fragrances, with packaging that makes it easy to identify the ideal aroma intensity for each consumer, and superior performance in protecting against sweat and bad odors. Consumers can quickly choose their favorite, with several exclusive and easy-to-identify fragrances: Refreshing, Woody, VIP, Sea Breeze, Citrus or Adventure. What won’t be easy is choosing just one to take home.
Old Spice brings more innovation and exclusive technology to elevate the category, being the first brand to offer antiperspirants in three formats: spray, bar and gel. The last two provide superior performance, with a longer-lasting scent and twice the protection compared to the spray. The bar version has a dry application, while the gel version, exclusive to P&G, offers an invisible application, which does not leave white marks on the skin or on clothes (when applied).
“The fragrance intensity indicator in aerosol sprays is a great innovation from Old Spice, exclusive in the deodorant category in Brazil. The new gel version, exclusive to P&G, expands the brand’s portfolio, offering better protection against sweat and bad odor. As a result, Old Spice stands out in the market by offering deodorants in all formats, and consumers can choose the ideal product to feel confident”, concludes Silvia.
