Old Spice sets sail for Summer
NEW PRODUCTS
May 4th 2011, 12:55
Old Spice recently launched in South Africa a campaign supporting the brand’s newest variant, Whitewater. Being one of the most popular offerings overseas and possibly in the solar system, the Old Spice campaign leveraged TV, experiential, in-store off location drives and social media to acclimatize the local market (and their armpits) to the supreme freshness of Whitewater.
The campaign, which ran in December, incorporated an SMS competition through which consumers who purchased Old Spice could win a trip for two on the MSC Sinfonia (from Durban to Mozambique).
Old Spice also developed a custom built Facebook application in which 383 Manventures were given away, one for each day of the year and 18 extra, just in case. The Old Spice Whitewater Summer promotion kicked off on the 30th of November and ended on 25 December 2010 in selected Dis-chem stores, Clicks, Checkers Hyper and PnP Hypers nation-wide.
According to Jason Frichol, Head of Marketing at the Fore Good Group - Old Spice brand custodians in South Africa - and the fresherist Whitewater customer in South Africa, “The Whitewater addition to the Old Spice Family is the beginning of a vast innovation platform that will delight consumers. With its 70 year heritage, experienced men have long trusted Old Spice, turning to this iconic brand when seeking authenticity, performance and confidence.â€
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