FRESH COLLECTION by Landor New York for Old Spice

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FRESH COLLECTION

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Industry Hygiene & Personal Care Products
Media Design & Branding
Market United States
Agency Landor New York
Creative Director Gerhard Koenderink, Steven Noble
Designer Jeff Maurer
Released April 2009

Credits & Description

Category: Cosmetics & Beauty
Advertiser: PROCTER & GAMBLE
Product/Service: OLD SPICE
Agency: LANDOR ASSOCIATES
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: LANDOR ASSOCIATES, Cincinnati, USA
Creative Director: Gerhard Koenderink (Landor Associates)
Senior Designer: Peter Roman (Landor Associates)
Senior Designer: Joe Napier (Landor Associates)
Designer: Jeff Maurer (Landor Associates)
Account Director: Barbara Carlotta (Landor Associates)
Account Manager: Phil Jones (Landor Associates)
Design Manager: Ron Burrage (Proctor & Gamble)
Design Manager: Tanya Blasko (Proctor & Gamble)
Senior Designer: Adam Waugh (Landor Associates)
Creative Director: Steven Noble (Noble Illustrations, Inc.)
Media placement: Packaging - Food / Drug / Mass - 1 April 2009

Describe the challenges and key objectives
We were challenged to design a new, intriguing deodorant package that upset the consumer perceptions that all Old Spice scents smelled the same and that Old Spice scents were old and musky. The proposition had to be relevant to young people within Old Spice’s key markets of North America, Latin America, and Eastern Europe.

Describe the brief from the client
Old Spice first hit shelves in 1937 and quickly became a top selling shave soap and aftershave. In the 1990’s, P&G purchased the brand and relaunched it as a male high performing deodorant. While the deodorant was offered in various scents, the early technology forced them all to have similar base note characteristics. By the mid 2000’s, Old Spice had lost its positive scent equity to the Axe brand, and was losing relevancy among young men, an important consumer target. We were asked to reinvigorate the brands fragrance heritage by developing packaging for a new line of four unique experiential deodorants based on the concept, 'Scents inspired by the freshest places on earth.'

Describe how you arrived at the final design
Following qualitative research, full colour imagery was identified as the best way to bring to life destination-themed fragrances. The classic hand etched style of illustration common to 19th century nature books was leveraged to communicate Old Spice’s 70+ years of heritage. Delightful surprises, including sharks and bears were added to each illustration, enhancing the consumer’s emotional connection with the fragrance as well as updating the traditional illustration style. Red, traditionally the brands dominant colour, was used sparingly after it was identified as a signal of heavy, musky scents.

Give some indication of how successful the outcome was in the market
Early sales results indicate that the initiative is expected to exceed expectations