Procter & Gamble

Matthew Krehbiel, Associate Brand Director
Eugenia Chacon, Assistant Brand Manager
Janine Miletic, Marketing Director

Wieden+Kennedy *Lead Agency

Ashley Davis-Marshall, Creative Director
Matt Sorrell, Creative Director
Britton Taylor, Group Strategic Planning Director
Drew Phillips, Strategy Director
Thomas Harvey, Account Director

Citizen Relations

Erin Georgieff, Managing Director
Ive Balins, Director

In 2017, Old Spice needed to inject new life into its Wild Collection, which was designed for teen boys. But how do you sell grooming products to young guys when moms are the primary shoppers? We addressed this tension head on with one ridiculous campaign that spoke to both audiences simultaneously. Our work, which parodied the cliché worlds of “boyvertising” and “momvertising,” led to the successful launch of Krakengärd and increased sales for the Wild Collection and the brand overall.