Old Spice Design & Branding PRO STRENGTH by Landor New York

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

Credits & Description

Category: Cosmetics & Beauty
Advertiser: PROCTER & GAMBLE
Product/Service: OLD SPICE
Date of First Appearance: Apr 1 2009 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)
Media placement: Packaging - Food / Drug / Mass - 1 April 2009

Describe the challenges and key objectives
After talking with consumers, the team discovered that the 'Clinical Strength' positioning of the competition was perceived as being for a man who had a serious problem, not for the everyday guy who sweats more than average. Based on that insight, the team further explored and identified the unmet need for an extra-strength antiperspirant.

Describe the brief from the client
The market for super premium, high performance antiperspirants was created in the US by the launch of Secret Clinical Strength, prompting every major deodorant manufacturer to launch a similar proposition. With male competition following Secret with 'Clinical Strength' positioning, the cross-functional project team used consumer research to define a unique way for Old Spice to enter the market segment.

Describe how you arrived at the final design
For inspiration, the team explored the American blue collar experience. The result is Old Spice Pro Strength, launched in early 2009 as the first 'ultra-tough' antiperspirant. The design utilises epic graphics and tongue-in-cheek power claims to differentiate the Old Spice offering from the serious, medicinal tone of its competition. Stark white, spot varnishes, and debossing, all price of market entry for this category, were transformed by the overtly masculine graphics. As an added moment of delight, when the deodorant stick is removed from the box the consumer is exposed to the claim, “10 times tougher than your dad.” The end result is a product the hard workingman is proud to bring home.

Give some indication of how successful the outcome was in the market
The product is sold nationwide.