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CINCINNATI — Old Spice has rolled out The Hardest Working Collection, a new men’s personal care line including anti-perspirant/deodorants and body wash.
The Procter & Gamble Co. men’s grooming brand said Wednesday that the Hardest Working Collection focuses on performance and offers “the most powerful Old Spice anti-perspirants and body washes in the world.”
The new line includes Old Spice Odor Blocker anti-perspirant/deodorant, Old Spice Sweat Defense anti-perspirant/deodorant and Old Spice Dirt Destroyer body wash.
Odor Blocker is an invisible solid anti-perspirant/deodorant that P&G said delivers stronger and longer sweat protection than other Old Spice collections and a 50% increase in the brand’s BCD odor fighting technology. Its invisible solid formula forms better plugs to protect against sweat, the company noted. Scents include Lasting Legend, Pure Sport Plus, Stronger Swagger, Extra Fresh and Tougher Timber.
A soft solid anti-perspirant/deodorant, Sweat Defense is designed to provide all-day dryness. According to P&G, Sweat Defense delivers a 66% sweat reduction, compared with the category-standard 30% sweat reduction. The product also includes the BCD technology to trap and lock away bad odors as they occur while releasing fresh scent in its place. Sweat Defense comes in Lasting Legend, Pure Sport Plus, Stronger Swagger, Extra Fresh and Fresher Fiji scents.
Old Spice calls Dirt Destroyer its most powerful body wash, offering 15% more cleansers, a 30% thicker formula and 20% more scent. Its formula provides a thick, dirt-eliminating lather and less down the drain, creating a better overall shower experience, P&G said. Scents include Lasting Legend, Pure Sport Plus and Stronger Swagger.
“Old Spice has a proven track record of delivering unrivaled protection,” stated Janine Miletic, Old Spice brand director at P&G. “Guys have come to know and love Old Spice for the premium scents we offer, and our current lineup delivers performance on parity with competition. With the launch of the new Hardest Working Collection, we’ve taken that performance up a notch.”
In tandem with the launch of the Hardest Working Collection, Old Spice is reintroducing its 1-800-PROVE-IT money-back guarantee. If men using the Hardest Working Collection products think the items don’t live up to their standards, they can call 1-800-PROVE-IT for information on how to get a full refund. A series of humorous digital infomercials hosted by The King of Products Bob Giovanni will reinforce this performance satisfaction pledge, as well as communicate the product innovation claims of the new Hardest Working Collection, according to P&G.
Meanwhile, an integrated marketing campaign for the Hardest Working Collection — dubbed “Legendary Protection for Legendary Men” — will introduce a new brand character, the Legendary Man, who personifies how living a legendary life can lead to unexpected and legendary things.
The Legendary Man will be featured in 60-, 30- and 15-second television spots promoting Odor Blocker and Dirt Destroyer that will make their national TV debut during the NFL Wild Card Weekend. Videos of the commercials are currently available on Old Spice’s Facebook and YouTube pages. Also planned are a series of five-second product technology spots with a voiceover by popular Old Spice Guy Terry Crews.
