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. Tatham officials wouldn’t comment. The agency is expected to continue its ‘Proof. Not Promises,’ campaign for the classic brand and extend it to the new brand.
P&G is also expected to launch a major sampling campaign behind the products beginning this summer. The huge marketer will deliver 13 million samples in salons, colleges and high schools, and through a direct marketing program. The sampling program will cost P&G $8 million. The company will spend another $18 million in media alone this year on deodorants.
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