Popular manly antiperspirant brand Old Spice is rolling out a new inspirational promotion dubbed ‘Believe in Your Smellf.’ The new campaign, which has already taken the Old Spice UK Facebook page, is centered on the idea of every day championship and is promoting the new Champion set of a deodorant, an antiperspirant and a body wash from the Old Spice Red Zone line, which also includes After Hours, Aqua Reef, Pure Sport, Swagger, and Danger Zone products.
Photo: Believe in Your Smellf campaign on www.facebook.com/OldSpiceUK
On April 7, the brand started posting new wisdom ‘quotes’ revolving around championship and the all the things related to being a winner. The statements range from “Win without trying. Try without losing. Lose nothing but trying. Try winning without losing. However you get there, Believe in your Smellf. Old Spice Champion” to “If everyone believed in their Smellf, they would all smell like champions” and more. In addition to the promotion on Facebook, the brand has prepared a serious of spots and one print, which celebrate every-day championship and demonstrates that to be a real winner one doesn’t have to participate in contests arranged by others.
As a spokesperson for the Procter&Gamble division commented to Mediapost, there are three spots made for the campaign, with the first of them—‘I can do anything’ being created in two formats, 45- and 30-second, and the rest are 15-second videos. The adverts are telling a story about a guy, who has it all—owns an expensive car, meets a celebrity and win a competition—but in his own way and totally with no monetary investment. For instance, he wins a race by running himself with the jockey on his back, builds his “environmentally responsible sports sedan” DeLorean car from sand, and waves actress Heather Graham, who doesn’t know him at all, on the beach. So far, the spots are not on the www.youtube.com/user/OldSpiceUK channel, but they are sure to arrive there soon.
The ‘Believe in Your Smellf’ promotion mirrors the philosophy of the award-winning ‘The Man Your Man Could Smell Like’ campaign with a romantic touch, which has got numerous extensions, and somewhat aggressive the ‘Smell is Power’ push, but is a way milder than the last one.