The man you’d like to smell like, the Old Spice guy, is coming to Australia as Procter & Gamble prepares a local campaign to boost its brand relaunch.
In a move sure to please the new PM, the campaign positions Australia as 'The manliest nation' and is likely to feature the Old Spice guy Isaiah Mustafa alongside some of Australia's deadliest creatures - spiders, great white sharks and boxing kangaroos.
P&G was keen not to just re-run the US activity, but give it an Australian slant, a P&G spokesperson told AdNews.
The activity will start next week, and the Old Spice man will be in Australia from 16 to 18 September. P&G will be creating content to fuel the ongoing campaign activity.
The “Release the Man, Man” campaign will also run across television, online and print, and digital campaign.
Natasha Daly, Old Spice brand manager, said: “We are thrilled to launch the iconic Old Spice brand in Australia and New Zealand with a localised digital and PR campaign and a visit from the Old Spice Guy himself – Isaiah Mustafa. Our aim is to connect the many distinctive scents of Old Spice with the hearts, minds and noses of Australian and New Zealand men, who want to smell great without trying too hard”
Twelve Old Spice male grooming products including body sprays, body washes, deodorant sticks and aftershave have launched in Australia.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at rosiebaker@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.