A Wild Take on Moms and Sons Coming Together with Old Spice
This content was sponsored by Old Spice, but all thoughts and opinions are my own.
Old Spice is a brand that has been around for as long as I can remember. With teen boys in our family, we’re finding Old Spice products floating around constantly in our home! From deodorant to body spray to hair gel, Old Spice works well and smells great! As a blogger, I live in the world that some call MOM-vertising – sharing about what I go through as a mom with other moms who may be going through it as well. It’s hard to believe as a blogger that the marketing industry saw MOM-vertising and marketing to boys as two very different worlds reaching different audiences. But are they really? Not according to Old Spice, where both worlds collide, are put into a blender and spit out into their new “Wild” campaign!
I don’t know if you remember or not, but back in 2014, I shared about Old Spice partnering with Patricia Heaton (“Everybody Loves Raymond”) and Momsong. It was about us moms teaching our teen boys to “scent responsibly.” It’s hard to believe that was 3 years ago!
Building off of the success of Old Spice’s world-famous “Momsong” campaign (2014), the brand is once again targeting moms and sons in a “Wild” way. The new advertising creative flies in the face of the mom/son dynamic, while humorously exposing traditional advertising tropes to grab their attention.
Old Spice “Wild” Campaign:
Beach Budz (:30) – The only way to be a cool guy or a good mom is to watch this commercial, which probably seems like some sort of weird marketing gimmick but we can assure you, buy Old Spice.
Alpha Dawg (:30) – MOMS AND SONS AGREE, THIS OLD SPICE COMMERCIAL IS 2 HOT 4 TV BUT THE APPROPRIATE TEMPERATURE FOR YOUTUBE SO I GUESS THAT’S WHY WE PUT IT HERE.
Tragic Hair (:15) – Here’s a handy rhyme to help remember which hair products to buy: Why get dead when you could get Old Spice hair gel instead?
Invisible Boy (:05) – Eliminate that pesky “I have a son” smell with Old Spice Krakengärd deodorant.
Changes (:05) – Your body is undergoing some serious changes, and with those changes come odor. And claws? Whatever, it’s a weird time, you’ll get through it.
Shush (:05) – Inside every good man are just a bunch of secrets.
As seen in the above links, the “Wild” campaign highlights Old Spice’s Wild product collection (inspired by animalistic personalities, including NEW Krakengärd scent) giving young guys the tools to help them unleash their inner wild, while also taming odor and sweat.
Old Spice Has a New Pinterest Campaign
Old Spice has finally answered the age old question of “What do I do with all of these empty Old Spice containers?” And the answer is: CRAFTS! Gloriously misguided, somewhat impossible, always useless crafts. Moms and sons alike can now turn to Old Spice’s new Pinterest board for all their deodorant koozie and decorative ponytail needs!
Old Spice has also launched it’s first-ever Pinterest campaign to reach moms as a part of their dual-target Wild work. To play into the comedic tropes, they found on Pinterest (#PinterestFails, Life Hacks, etc), Old Spice is brining the brand’s humor to the platform through their own DIY crafts that play into the larger parody nature of the campaign.
Old Spice Launches Its Wild Collection and New Scent – Krakengärd
For nearly 80 years, Old Spice has been helping guys navigate the seas of manhood and the brand knows that the transition from boyhood to manhood is a wild one. That’s why Old Spice, the No. 1 selling male anti-perspirant/deodorant brand in the U.S., is arming young guys with tools to help unleash their inner wild, while also taming odor and sweat – starting with the Old Spice Wild Collection line-up of anti-perspirants, deodorants, body washes and body sprays.
The Wild Collection is inspired by the personality characteristics of the wild kingdom, available in NEW Krakengärd, Bearglove, Wolfthorn and Hawkridge scents. The Wild Collection provides young guys with a variety of scents allowing them to express their personalities and spread their wings with confidence (but not too high and far, mom!) With the Old Spice Wild Collection, mom will hardly even smell that she has a son, while her son gets to unleash his wild side in a responsible, great-smelling way.
Old Spice knows that according to ancient boy-law, “If something is cool, moms can’t like it. If moms like something, it can’t be cool.” With the new Old Spice Wild Collection campaign, the brand has gone and broken everything young guys thought they knew by creating something that both moms love and their boys think is freaking radical. The result? An alternate dimension where teenage-boy marketing and momvertising collide, in true Old Spice style.
The Old Spice Wild Collection is available in anti-perspirants, deodorants, body washes and body sprays, in the following scents:
- NEW Krakengärd smells like citrus, fresh herbs, and the unspeakable power of the ancient ocean.
- Wolfthorn is the sort of sophisticated wolf who wears a suit that has a suave, sweet orange scent.
- Bearglove commands grizzly bear-level respect with smells of apple, citrus, and spice.
- Hawkridge outwits unsuspecting stink with its sandalwood and vanilla scent.
About Old Spice
Procter & Gamble’s Old Spice is the quintessential men’s grooming brand. With nearly 80 years as an American icon, Old Spice is the authority on the male grooming experience and has leveraged this heritage to become the No.1 selling anti-perspirant/deodorant stick and body wash brand with guys of all ages.
Old Spice offers a complete product portfolio for today’s man, including anti-perspirants, deodorants, body washes, body sprays, shampoos, hair stylers, electric razors and trimmers, shave gels, after shaves and colognes.
Do you have teens in your house that use Old Spice?
Do you have a favorite Pinterest craft using Old Spice containers?