Old Spice
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The Challenge

Old Spice asked citizen to help launch the new “Wild Collection.” This was their first line of products aimed at boys 10-12, to tame their newfound “wild side” – i.e. the new kind of stank that only raging hormones can produce. At the same time, we also had to appeal to 13-17 year-olds who

were a little more used to grooming. These guys were navigating the transition from boyhood to manhood, a super-awkward time. What’s more, we had two distinct audiences to speak to: tween/teen boys and moms who actually buy the products. 

The Insight

To find our core, culturally-relevant narrative, Citizen’s research and strategy seized on the insight that boys aspire to be like cool older guys and fast-forward to when they’ll have swagger. Citizen’s strategic approach honed in on the unique mom/son relationship dynamic to create our storyline. The tension? Young guys want to be wilder than their moms want them to be. At the same time, moms want their boys to stay boys a little longer. Not to mention smell a little better.

The Idea

Leading up to Back to School, we created a robust, integrated digital, social and media relations campaign that spoke to both boys and moms, making an awkward conversation easier – and a lot funnier. 

Teaming up with nationally recognized parenting expert, Dr. Deborah Gilboa, M.D., we created a funny and useful eGuide: “The Struggle Is Real: A Wild Guide to Growing Up for Moms and Sons.” This guide gave moms a way to have the “smell talk.” We then took it on a national media tour with “Dr. G” to help spark conversation.

For the boys, we created the “School of Swagger” a four-part digital video comedy series tackling the awkwardness of adolescence with real-talk advice. We also engaged influencers and YouTube stars with big teen followings to create funny videos with a dollop of grooming tips. To kick it all off, we brought in mega-popular Old Spice Guy, Isaiah Mustafa for a major media launch event.

Results

Icing or Chocolate?