Old Spice has hailed its “biggest-ever marketing campaign”, teaming up with London grime rapper Chip to position the brand “as the British coming-of-age deodorant”.
The activity centres on the new grime track Big Man Ting – “the ultimate message to boys who still smell like they’re stuck in school”, according to brand owner P&G. It was “a diss track to generic deodorants and their wearers”.
The accompanying two-minute video sees Chip – real name Jahmaal Noel Fyffe – on a large boat and bathed in vivid red light, while he delivers lyrics such as “What’s that whiff? Smelt you approaching.”
“By embracing music, Old Spice aimed to build a brand that young men love, trust, and associate with standing out from the crowd,” P&G said. “Big Man Ting is part of Old Spice’s global mission to help men navigate the seas of manhood, with perfume-quality scents and long-lasting freshness that gives you the confidence to be yourself.”
The video will appear as 20-second and six-second cut-downs on TikTok and YouTube, and be supported by OOH across major UK cities.
“Old Spice wants guys everywhere to have the confidence to be their authentic selves, celebrate uniqueness and have fun along the way,” said Ella Salkeld, P&G personal care brand director. Old Spice has “a strong brand identity, so bringing that to life in a British way was a marketer’s dream”, she added.
“Every part of this campaign has marked something new and exciting for the brand – all executed with Old Spice’s smart ridiculousness. We look forward to continuing to work with our trusted retail partners to further bring this campaign to life in the UK.”
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