Old Spice Design & Branding BEAR DEODORANT PROTECTOR by Wieden + Kennedy

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Industry Deodorants
Media Design & Branding
Market United States
Agency Wieden + Kennedy
Executive Creative Director Susan Hoffman, Matt O'rourke, Mark Fitzloff
Creative Director Jason Bagley, Eric Baldwin
Art Director Ben Carter
Copywriter David Neevel, Marco Kaye
Photographer David Emmite
Released November 2011

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: PROCTER & GAMBLE
Chief Creative Director: Dan Wieden (Wieden+Kennedy)
Executive Creative Director: Mark Fitzloff (Wieden+Kennedy)
Executive Creative Director: Susan Hoffman (Wieden+Kennedy)
Creative Director: Jason Bagley (Wieden+Kennedy)
Creative Director: Eric Baldwin (Wieden+Kennedy)
Copywriter: Marco Kaye (Wieden+Kennedy)
Copywriter: David Neevel (Wieden+Kennedy)
Art Director: Ben Carter (Wieden+Kennedy)
Account Team: Michael Dalton (Wieden+Kennedy)
Account Team: Taryn Lange (Wieden+Kennedy)
Account Planning Director: Britton Taylor (Wieden+Kennedy)
Art Buyer: Heather Smith-Harvey (Wieden+Kennedy)
Bear Sculpture: Daniel's Wood Land (Daniel's Wood Land)
Studio Designer: Cathy Ormerod (Wieden+Kennedy)
Studio Designer: Paul Levy (Wieden+Kennedy)
Studio Manager: Maya Roberts (Wieden+Kennedy)
Studio Manager: Corey Ingrasin (Wieden+Kennedy)
Print Producer: Stacie Blazer (Wieden+Kennedy)
Studio Designer: Curtis Pachunka (Wieden+Kennedy)
Photographer: David Emmite (Wieden+Kennedy)
Media placement: Infomercial - Old Spice YouTube Channel - Nov. 21, 2011

Describe the brief from the client
The holidays are the season for gift giving, and Old Spice gift packs and sticks of deodorant make perfect stocking-stuffers. Our assignment was to create a limited-edition promotional piece for the holidays that guys would love and would compliment a stick of Old Spice deodorant.

Describe the challenges and key objectives
The challenge was to come up with something that turns the drudgery of deodorant storage into a point of manly pride at a very reasonable price point. We needed something that would complement the manliest scent on earth, and be considered the most game-changing innovation in the deodorant-storage game since the invention of plastic.

Describe how you arrived at the final design
Guys love bears because bears are manly. Bears are known for being ferocious and protective. So it made sense to create a realistic, chainsaw-carving-style bear that would encase a stick of deodorant, protecting it from both bathroom mishaps and deodorant thieves.

Give some indication of how successful the outcome was in the market
The Bear Deodorant Protector exceeded expectations by selling 3,500 units in just 6 weeks, a great accomplishment considering that each unit cost $19.99 (plus shipping/tax), and the effort was supported with minimum marketing dollars.