Smellcome to Manhood with Old Spice + Giveaway + Interviewing Patricia Heaton
Puberty is a tough time for any boy to go through. But what’s worse than the odors that come with puberty? Overspraying of cologne! Oy vay! Old Spice has launched a campaign to teach young men to “Scent Responsibly,” with the goal to end the overspraying epidemic with innovative Re-fresh Body Spray technology. This new product line eliminates the need for guys to overspray or reapply throughout the day. With Old Spice Re-fresh Body Sprays, “One Spray Lasts All Day.”
Old Spice recently conducted a survey and revealed the primary cause of overspraying to be because guys think Body Spray scents fade too quickly, and the majority admit they wet never taught how to apply it properly. By providing our guys with the right grooming equipment for the job – new Old Spice Re-fresh Body Sprays – and the brand’s “scent responsibly” educational call-to-action the manliest grooming brand on the planet is on a mission to end the overspraying epidemic once and for all.
Results of the Old Spice Scent Responsibly Survey
To gain a better understanding of the root of overspraying, Old Spice enlisted YPulse to survey more than 2,000 guys and girls (ages 13-25), as well as 1,000 moms of teenage boys across the country. Here’s what they found.
– 3 out of 4 young guys and 83 percent of young females admit overspraying is an issue
– 72 percent of moms think overpaying is an issue, but only 26 percent think their sons are guilty of the offense.
– Nearly 70 percent of guys revealed they weren’t taught how to properly apply Body Spray.
– 45 percent of young guys said they reapply Body Spray because they thought their scent was fading.
– 90 percent of young guys and girls who have been bothered by Body Spray have been bothered by it in school.
“There’s no denying that guys overspray, but there’s also no denying that guys still need odor protection,” said John Sebastian, Old Spice Marketing Director at Procter & Gamble. “We’re not here to tell young guys not to use Body Spray – we’re here to equip them with the right tools and help teach them how to scent responsibly. We think the combination will be a game-changer for the Body Spray category.”
To illustrate its solution to the Body Spray dilemma, Old Spice created an educational video that showcases the benefits of new Old Spice Re-fresh Technology and how to spray responsibly – true Old Spice fashion of course. The “Old Spice ‘Scent Responsibly’ Video” will be featured on the brand’s social channels and www.OldSpice.com. With the “Scent Responsibly” call-to-action, Old Spice further solidifies its brand purpose of helping young guys navigate the seas on manhood.
A part of this new Old Spice call-to-action is the Momsong Choir. This choir of moms sing about difficult time they’re having accepting that their sons are growing up in “Momsong.” In an over-the-top humorous way, these moms blame Old Spice for the manly things that result when their sons use Old Spice Re-fresh Body Sprays. The TV campaign includes three spots: “Momsong” (:60); “Momsong” (:30); “Tree” (:15); “Bowl” (:15).
Introducing the Old Spice Re-fresh Body Sprays
Old Spice Re-fresh Body Sprays with Re-fresh Technology are available at mass market retailers, drug and grocery stores in a variety of manly scents.
– Wild Collection – Bearglove (new), Lionpride (new), Wolfthorn, Hawkridge and Foxcrest
– Fresh Collection – Fiji, Denali and Zanzibar
– Red Zone Collection – After Hours, Champion, Pure Sport and Swagger
Chatting with Patricia Heaton
I recently had the opportunity to speak with Patricia Heaton, “The Middle” and “Everybody Loves Raymond” star. She was so sweet and also a mother of boys, ages 14, 16, 18 and 20. Here are some of the questions I asked her:
Can you tell us what you’re doing with Old Spice today?
I responded well with the Mommy Choir who are complaining about Old Spice turning their boys into men. They talk about letting their boys go and having to accept that they don’t want to hang out with their moms on their school breaks and free time anymore. When in 8th or 9th grade, young boys are coming into their manhood and try to express themselves, but end up overspraying. You’ll walk past their room and at first, it smells like an old gym shoes died in there. Then you walk by and it smells like the Old Spice Factory blew up in there. As moms, we need to help our sons find a balance in between both.
With four sons, have you ever personally experienced someone who has oversprayed before?
It happens almost like clockwork around 7th grade, almost like they’re trying to make up for a lack of chest hair.
What’s the most inspiring things one of your sons has done for you?
I’m not a very good cook and my sons are so kind about my horrible food. Even when I know it’s really bad, they’re still so nice about it.
I love “The Middle.” Any fun story lines coming up that you can share?
Frankie is still going through the process of how to let Axl go. Sue has a love life and is still fighting for Darrin. There will be some interesting story lines for Sue.
1 lucky winner on The Mommy-Files will receive a “Smellcome to Manhood” kit, which includes the following items:
– “Tool kit” container
– Old Spice Re-fresh Body Spray – “Scent Responsibly” and smell like a man, not a middle school locker room.
– Old Spice Branded Earbuds – James Blunt never sounded so manly
– “Over the Top” DVD – Dominate at arm wrestling like Lincoln Hawk, without having to go to truck driving school.
– Duct Tape – Fix anything on the planet
– Old Spice Branded Wood Flash Drive – Important Old Spice files everyone should memorize (Old Spice “Scent Responsibly” education video, Informational Infographic, Fact Sheet, etc.)
– Art of Manliness Book – Becoming a man is an art and a science. It was much safer to send a paperback book than a Bunson Burner.
– Smell to Manhood Certificate – A made-up diploma to add to your LinkedIn profile.
This review and giveaway was made possible by Double Duty Divas and Old Spice. I was compensated and provided the featured product free of charge to facilitate my review, but all opinions are 100% mine.