Cannes Lions

Old Spice - Beard Care

WIEDEN+KENNEDY, Portland / PROCTER & GAMBLE / 2019

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Overview

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Credits

Overview

Background

Any guy can be lazy and not shave for a few days, but it takes a bit of effort to sculpt that scruff into a groomed beard. A beard isn’t just something that happens; it is a freaking accomplishment. This led to our campaign message of “Achieve your beard with Old Spice”, which led to our final beard instructional campaign that we like to call The Old Spice Guys’ Grooming Guidance Guide for Guys with Beards. And we didn’t stop there – for the holidays, we recorded a vinyl album with a Barbershop quartet singing Beard-themed holiday songs.

Idea

Building a Better Beard Brand for our Bespoke Beard-Bearing Brethren required a.) telling said Bearded Brothers that Old Spice sells Beard Stuff Now (Right Now!) and b.) where to find it.

Our Target Audience? 21-35 year-old Beard Novices that love beards, but aren’t sure that they love their own. These are guys who are looking for assurance to keep growing their beard and a reason to keep it going and not shave.

Execution

To take advantage of the momentum that “The Old Spice Guys’ Grooming Guidance Guide for Guys with Beards” campaign built during the September launch, we recorded a vinyl album with a Barbershop quartet singing Beard-themed holiday songs, along with a Beard-themed Poetry Book. The artwork for the Vinyl Album and the Poetry book featured the same illustration style as our Social assets, making for a consistent look and feel and a holistic campaign.

To promote the release of the 300 Vinyl Albums we got pressed, we hosted a live listening session of the Beard-themed holiday songs on Instagram live.

Outcome

• Response rate 1.2MM clicks from September to January

• Impressions - 339MM+ Impressions from September to January

• Change in behaviour

• Consumer awareness

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