Procter & Gamble Pumps Up Marketing Plans for Old Spice

CINCINNATI – Procter & Gamble has stepped up its marketing war in the male deodorant segment and is putting some major muscle behind Old Spice this year.
P&G will launch Old Spice High Endurance, a glycol stick deodorant to compete with Mennen and Gillette in the growing male deodorant category. P&G will also repackage its Old Spice Classic brand, going from a round-top product to a stick. Deodorant sticks are the fastest-growing segment in the deodorant category.
Tatham Euro RSCG/Chicago, which handles Old Spice, will handle the launch of High Endurance and is expected to have new creative for the new packaging of the classic product.