Cannes Lions

OLD SPICE DEODORANT PROTECTOR

WIEDEN+KENNEDY, Portland / PROCTER & GAMBLE / 2012

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Overview

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Credits

Overview

Description

The holidays are the season for gift giving, and Old Spice gift packs and sticks of deodorant make perfect stocking stuffers. Our assignment was to create a limited-edition promotional piece for the holidays that guys would love, and would complement a stick of Old Spice deodorant.

Execution

Guys love bears because bears are manly. Bears are known for being ferocious and protective. Therefore, it made sense to create a realistic, chainsaw-carving-style bear that would encase a stick of deodorant, protecting it from both bathroom mishaps and deodorant thieves.

Outcome

The Bear Deodorant Protector exceeded expectations by selling 3,500 units in just 6 weeks, a great accomplishment considering that each unit cost $19.99 (plus shipping/tax), and the effort was supported with minimum marketing dollars.

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