Old Spice: Men have skin too

Old Spice, a male grooming products brand, partnered with director Millicent Shelton to launch a soap opera promoting the re-release of Old Spice's Fresher collection targeted at multicultural men.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Old Spice has always prided itself on depicting diverse 'Old Spice Guys' over the years. The brand received a wakeup call during ethnographic research when they heard that the brand wasn't relevant to Black men. They weren't seeing themselves or their culture fully represented. Our Analytics & Insights (A&I) team led with an inclusive learning approach across ALL groups of Multicultural consumers followed by conducting deep dives on life, category, and media insights. Shopper data also revealed that most Black men use women's body wash and assume...

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