Old Spice, the iconic personal care brand, today launches its most significant UK brand campaign, “Smell Goes a Long Way.” This isn’t just about smelling good; it’s Old Spice showing that a truly great long-lasting scent gives young men an unexpected edge in life, transforming everyday challenges into triumphs.
Created with RCP, the campaign shows that manhood is a mindset, not a milestone you simply reach. It champions the underdog, injecting relatable, UK-centric humour to connect with the British experience.
Exclusive Films: Smell Goes a Long Way in British Summer
Old Spice kicks off with two exclusive UK film shorts demonstrating scent’s game-changing power, directed by Fatal Farm’s Jeffrey Max and produced by Agile:
● “Smell Like It Went In”: Our hero shanks a crucial penalty. But he smells so good with the Old Spice Sport Power collection, the ref thinks he must have scored. It’s a comedic take on turning blunders into triumphs.
● “Smell Like You Found the Right Tent”: Navigating the chaos of summer festivals? With the Old Spice Rockstar Collection, our hero instantly belongs with his surprising new crew. The ultimate festival life hack, keeping him fresh all day and all night.
These high-impact films debut during the World Cup in July, igniting a comprehensive TV, digital, social, and influencer blitz. Further football and festival-themed content will follow throughout summer.
Ella Salkeld, UK Personal Care Brand Director at Procter & Gamble, says,“Old Spice is building real momentum in the UK and ‘Smell Goes a Long Way’ gives us a brand platform to connect with young men in a culturally relevant way. It celebrates the confidence that comes from knowing you smell fresh 24/7 and shows how that small advantage can make a big difference. We’re proud to be the UK’s #1 men’s deodorant stick, reflecting our strong connection with consumers and our significant contribution to the category’s growth with our perfume quality scents.”
Mike Plumridge, creative director at RCP, adds,“Life doesn’t always go smoothly. But when you smell great, you carry yourself differently, and that can change how others see you. We loved the idea that something as simple as smelling fresh can quietly tip the odds in your favour. Young men don’t need to have everything figured out, but they can smell like they do.”
Availability:
NEW Old Spice Sport Power and Rockstar Collection, and other ranges are available now at major UK retailers (Tesco, Boots, Amazon, Sainsbury’s, Morrisons) and online.
