OLD SPICE MANBOOK by Landor New York for Old Spice

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OLD SPICE MANBOOK

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Industry Deodorants
Media Design & Branding
Market United States
Agency Landor New York
Executive Creative Director Gerhard Koenderink
Released June 2010

Credits & Description

Category: Books
Advertiser: PROCTER & GAMBLE
Product/Service: OLD SPICE
Agency: LANDOR ASSOCIATES
Date of First Appearance: Jun 22 2010
Entrant Company: LANDOR ASSOCIATES, Cincinnati, USA
Executive Creative Director: Gerhard Koenderink (Landor Associates)
Associate Design Director: Joe Napier (Landor Associates)
Senior Designer: Jeff Maurer (Landor Associates)
Senior Designer: Aaron Burghard (Landor Associates)
Client Director: Barbara Carlotta (Landor Associates)
Client Manager: Jens Martesen (Landor Associates)
Associate Director Print/Resource Services: Eileen Pieczonka (Landor Associates)
Media placement: ManBook - Procter And Gamble - June 22, 2010

Describe the brief from the client
Old Spice is establishing itself as a “guy’s guy” brand. It is a brand that guys know, relate to, and laugh with. Gone is the way of speaking to new, insane technologies and measuring ourselves compared to competitors (although we are still bigger). Old Spice has shifted its focus to experience-led initiatives and things guys actually care about, like fighting bears and negotiating peace treaties.

Describe the challenges and key objectives
As a global (if not universal) phenomenon, Old Spice is challenged to maintain brand consistency throughout the planet. If Old Spice is in the North Pole (which it is), it should look just as good and sound just as amazing as in Ohio. These Northern people and others like them need some guidance. You can’t build an igloo with sand—that would be a sand castle or sandgloo. How can Old Spice make it clear?

Describe how you arrived at the final design
A revolutionary thought: a book! Not just any book, but a nearly religious document. It only took 1-part brand guidelines, 1-part lumberjack, 1-part robot, 2-kitchen sinks, 22.4-parts fresh things, and a dash of magic, to create “The Official Old Spice Manbook.” The team took traditional guidelines and turned them on their head, surprisingly the book still stood right side up. The results are guidelines that are buried in the Old Spice personality, while remaining informational and interesting to read. There is no doubt that people will follow the guidelines instead of using them as a paperweight in their sun-deprived cubicles.

Give some indication of how successful the outcome was in the market
In the end Old Spice has a truly holistic global brand. Not only do all agency partners and brand managers understand key brand elements, they now fully comprehend the tone of voice and personality of the brands. There is so much masculinity tearing through this book that everyone who completes it gets their own mancard. Internally, we have to keep the Manbook locked in a safe guarded by lions to keep people from stealing them.