P&G Adds New Old Spice Bar Soaps

“With new Old Spice bar soap, we wanted show the more than 40 percent of guys who are bar soap loyalists that we have their backs when it comes to manly scented shower equipment,” said Joe Arcuri, VP, North America Beauty Care at Procter & Gamble. “We know many guys are living with an unspoken shame – that they simply use whatever bar soap is already in the shower based on what the woman in their life purchased and is often using. I guess we’re also in the business of helping guys reclaim their territory in the shower.”

With the launch, Old Spice will roll out a new broadcast TV advertising campaign that pays tribute to the popular jingle soap commercials of the 1980s and 1990s. The campaign demonstrates how guys can wash their body the manly way, with manly scented bar soap to the tune of an extremely masculine, yet incredibly informative jingle about their life story, according to P&G.

The campaign will launch with two television ads, that will debut tomorrow April 9. A third spot will break this summer.

The new Old Spice bar soap launch also will be supported by a cinema and dedicated online campaign with rich media banners bringing the marketing creative’s tagline – “The Bar Soap You’ve Been Smelling For” – to life.