Procter & Gamble

Bobbie Jo Ehlers, Global Marketing Director
Matthew Krehbiel, BFO Brand Manager
Charlie Nutting, Assistant Brand Manager

Wieden+Kennedy *Lead Agency

Britton Taylor, Group Brand Strategy Director
Anibal Casso, Brand Strategy Director
Jason Bagley, Creative Director
Craig Allen, Creative Director
Diana Gonzales, Acct. Supervisor
Lisa Feldhusen, Media Supervisor

Citizen Relations

Erin Georgieff, Managing Director

Since 2002, AXE dominance in the body sprays category had gone largely uncontested. With over 80% of the market they have a monopoly over young guys. So how could Old Spice compete? We used moms to turn our sprays into a symbol of transition from boyhood to manhood, and tell that story from the perspective of their moms. The campaign helped Old Spice win the battle of the buzz and engagement as well as growing the business in double digits for the first time in the history of the brand.