Procter & Gamble

Janet Allgaier, Vice President of Global Personal Care
Bobbie Jo Ehlers, Personal Care Global Brand Director

Wieden+Kennedy *Lead Agency

Jessica Monsey, Account Director
Michael Dalton, Management Supervisor
Craig Allen, Creative Director
Jason Bagley, Creative Director
Anibal Casso, Strategic Planner
Britton Taylor, Strategic Planner

Citizen Relations

Joe Napier, Creative Director

Landor

Andrew Nicolai, Group Director

After losing the leadership position in the male grooming category, Old Spice was in danger of losing an entire generation of guys. However, from 2009 to 2015 Old Spice embarked on a dramatic transformation—from an “aging” deodorant brand to a culturally relevant brand that young guys loved. While Old Spice's work would take many shapes and forms, it was united by a simple brand promise: masculinity delivered ridiculously. Behind this promise, Old Spice's share ($) of deodorants increased +9.5pts while sales ($) of deodorants and body wash increased 51%.