Music Legend Patti LaBelle Joins Season 2 Cast
in Unexpected Cameo Appearance to Illustrate New Relationships,
Hilarious Drama and Launch New Old Spice Fresher Collection with
Shea Butter and Coconut oil
Old Spice understands that while men love Old Spice, women love
it too, which is why the brand premiered the sequel to its
award-winning “Men Have Skin Too'' campaign. In the sequel, the
brand introduces new characters, including music icon Patti
LaBelle, who joins the brand as its first official “Old Spice Guy
Mother-in-Law,” appearing alongside returning actors Deon Cole
(Black-ish, Grown-ish) and Gabrielle Dennis (Black Lady Sketch
Show, The Upshaws). The timely spot tackles the tension of
cohabitation and highlights new additions to the brand’s Fresher
Collection, a line of anti-perspirant/deodorants, lotions and body
washes with skin-care inspired benefits and ingredients like shea
butter and coconut oil.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20210628005256/en/
Old Spice launches the sequel to the
award-winning Men Have Skin Too campaign, featuring Patti LaBelle
as the mother-in-law character alongside returning actors Deon Cole
(Black-ish, Grown-ish) and Gabrielle Dennis (Black Lady Sketch
Show, The Upshaws). The campaign takes a humorous look at the
relatable tensions between couples and extended families through
the lens of stealing his favorite Old Spice Fresher Collection, a
line of anti-perspirant/deodorants, lotions and body washes with
skincare benefits forged from real ingredients. (Photo: Business
Wire)
The “Men Have Skin Too” campaign features a series of ads with
Cole and Dennis that showcase how small occurrences become big
things, like borrowing your partner's body wash. And after more
than a year of living in close quarters with extended family and
partners, Old Spice understands how a bottle of Moisturize with
Shea Butter body wash can run out fast with everyone reaching for
it over how smooth and hydrated it makes their skin feel!
Women’s products have long been viewed as superior and are known
for delivering sought-after skin benefits like superior hydration,
while some men perceive men’s products lag. Old Spice’s Fresher
Collection and its innovative formula for skin benefits, featuring
real ingredients and fragrances, have shattered this perception.
Simply put, it is so good, partners and family members crave it and
prefer it over what they use today. And studies show cohabitation
is blurring the lines of couple's grooming habits. A recent Old
Spice survey conducted by Wakefield Research also uncovered
that:
- 49% of women admit to having used their partner’s products in
the past year
- 72% of men find skin benefits like moisturizing or exfoliation
important when buying grooming products.
With several products in the Fresher Collection such as - Fiji
Antiperspirant and Body Wash, Fiji with Coconut Hand & Body
Lotion - guys no longer have to go to the women’s aisle to find
grooming products that take care of his skin.
“The demand for men’s products with skincare benefits has risen
tremendously and we’re committed to expanding the Fresher
Collection to meet this demand to give guys products they love,”
said Matt Krehbiel, Old Spice vice president at Procter &
Gamble. “We've also discovered that partners and family members
love Old Spice and this campaign takes an over-the-top look at
humorous relationship dynamics that could result in hilarious
scenarios, including when you find your mother-in-law using your
products too. We can all relate after the unique living situations
of the past 18 months. And who is more relatable and revered as THE
Patti LaBelle? As our Mother-in-Law, Ms. LaBelle brought a
tremendous energy that blends perfectly with the campaign. We’re
honored to have Ms. LaBelle as part of our Old Spice family.”
“Old Spice is an iconic brand that makes great smelling
products. And I've always loved their commercials, so I’m thrilled
to play the Mother-in-Law in the ‘Men Have Skin Too’ sequel,” says
Patti LaBelle. “The men in my life have been using Old Spice for
years and the products are so good, I’ve been known to use them
myself from time to time.”
The campaign, which first premiered in 2019, quickly became a
fan favorite because of its authentic depiction of a young, black
couple and real-life relationship tensions that couples experience
daily, including when the wife is caught sneaking her husband’s Old
Spice body wash…and he has to remind her that “Men Have Skin
Too.”
Men Have Skin Too -- The
Sequel
Created by Weiden + Kennedy (Portland), the campaign launches
with “Mother-in-Law,” featuring LaBelle in the title role, debuting
on national television during the NBA Conference Finals and Rick
and Morty on June 28. Subsequent spots will air over the coming
months on national television and the Old Spice YouTube Channel,
and will include more surprise celebrity cameos.
- “Mother-in-Law” (:30 / :15) – Now her mom is using his Old
Spice. Has she gone too far?
- “Breakthrough” (:30 / :15) – Even the strongest relationships
have a breaking point.
- “Car Ride” (:30 / :15) – There’s a cover-up involving one of
the most beloved Old Spice scents.
- “Skincriminating Evidence” (:15) – Caught red handed using his
Old Spice body wash.
Fans can follow the integrated campaign across social media at
#MenHaveSkinToo.
Old Spice “Skin Deep”
Survey
- Nearly half of women (49%) have borrowed hair or body care
products from their significant other in the past six months
- 29% of women who used their partner’s grooming products reached
for the body wash
- 24% of women who borrowed their partner's body and hair care
products did so because they're better quality or better
scent!·
- And the past 18 months of sharing and togetherness hasn't
always made for domestic bliss: nearly 2 in 5 (39%) admit they’ve
disagreed more with their significant other now than before the
pandemic!
The Old Spice “Skin Deep” Survey was conducted by Wakefield
Research among 1,000 people who are cohabitating, between June 11th
and June 14th, 2021.
Old Spice Fresher
Collection
Products in the Fresher Collection featuring real ingredients
with real benefits, includes:
- Fiji with Coconut Oil Hand & Body Lotion: This
lightweight formula replenishes dry skin with 24-hour hydration
moisturization and delivers amazing Fiji scent
- Fiji with Palm Tree Antiperspirant: 48-hour sweat and
odor protection
- Fiji with Palm Tree Body Wash: The ridiculously
long-lasting refreshing Fiji scent keeps you smelling like a
tropical island all day long
- Hydrate with Aloe Body Wash: A thick, lathery refreshing
body wash, forged with real ingredients that will deeply hydrate
the skin just after one use
- Moisturize with Shea Butter Body Wash: A fruity
fragrance, rounded out with sweet vanilla and amber
For more information on the full Fresher Collection lineup,
visit the product page at https://oldspice.com/body/.
ABOUT OLD SPICE
Procter & Gamble’s Old Spice is the quintessential grooming
brand. With more than 80 years as an American icon, Old Spice is
the authority on grooming experience and has leveraged this
heritage to become the No.1 selling anti-perspirant and deodorant
brand for guys in the United States. Old Spice offers a complete
product portfolio for today’s evolving needs, including
anti-perspirants, deodorants, body washes, body sprays, shampoos
and hair stylers. Check Old Spice out at www.oldspice.com, Facebook
(http://www.facebook.com/OldSpice), Twitter (@OldSpice) and
Instagram (@oldspice).
ABOUT THE SURVEY
The Old Spice “Skin Deep” Survey was conducted by Wakefield
Research (www.wakefieldresearch.com) among 1,000 members of couples
who are cohabitating, between June 11th and June 14th, 2021, using
an email invitation and an online survey. The data has been
weighted to ensure reliable and accurate representation of couples
who are cohabitating. For the interviews conducted in this
particular study, the chances are 95 in 100 that a survey result
does not vary, plus or minus, by more than 3.1 percentage points
from the result that would be obtained if interviews had been
conducted with all persons in the universe represented by the
sample.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210628005256/en/
Ian Rapport, Citizen Relations
ian.rapport@citizenrelations.com
Juwan Thompson, Procter & Gamble thompson.j.3@pg.com
Procter and Gamble (NYSE:PG)
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