Canadian Packaging

Old Spice names new Old Spice guy

By Canadian Packaging staff   

General Old Spice Old Spice Hardest Working Collection P&G Procter & Gamble Von Miller

NFL Super Bowl MVP Von Miller to represent Old Spice as the greatest smell in the NFL

CINCINNATI—Old Spice, the “Greatest Smell in the NFL,” announced it has teamed up with NFL star Denver Broncos linebacker Von Miller to be the face of its 2016 NFL campaign featuring the brand’s Hardest Working Collection performance lineup, Old Spice’s most powerful anti-perspirant/deodorants and body washes.

As the “Official Deodorant and Body Wash” of the NFL, Old Spice and its Hardest Working Collection deliver Legendary Protection for Legendary Men, or so the advertising tagline goes.

“Between winning the Super Bowl, solidifying my status with the Broncos and being named the newest Old Spice guy, 2016 is shaping up to be quite a year,” says Miller. “I’ve had my favorite Old Spice scents for a long time and I only trust the Hardest Working Collection to give me a deep clean after practices and keep me smelling fresh on and off the field. There’s a reason you find Old Spice in every team’s locker room.”

Entering his sixth season, Miller is coming off another dominant year which culminated in being named Most Valuable Player in Denver’s 24-10 Super Bowl 50 victory over the Carolina Panthers. Miller, a four-time Pro Bowl selection, recently signed the richest defensive player contract in NFL history. And his impressive hard work doesn’t end at football.

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Off the field, Miller finds the time to successfully raise chickens, devour the latest scientific and natural curiosities, plus display amazing dance moves on television and in the backfield, all while marching to his own fashion and style beat.

Old Spice, known for its memorable advertising creative and long-standing partnership with the NFL, is coming off another year as the No. 1 male anti-perspirant/deodorant and body wash brand in the U.S.

“We’re excited to welcome Von, one of the NFL’s top-performing players and unique personalities, to the Old Spice family,” says Procter & Gamble Old Spice brand director Janine Miletic. “Von’s engaging, humorous demeanor and hardworking on-field performance align perfectly with our ridiculously masculine brand and the performance of our Hardest Working Collection combining our most popular scents with our most powerful sweat and odor protection and deep cleansing body washes.”

Hardest Working Collection Lineup

  • Sweat Defense Anti-Perspirant – gold standard delivering stronger and longer sweat protection for all-day dryness. Old Spice Sweat Defense delivers 66 percent sweat reduction, outperforming the 20 percent category standard for anti-perspirants. It’s also turbocharged with proprietary BCD technology that traps and locks away bad odor as it occurs while releasing fresh, manly scent in its place. Scents include new Lasting Legend, Pure Sport Plus, Stronger Swagger, Extra Fresh and Fresher Fiji;
  • Odor Blocker Anti-Perspirant – powerful invisible solid anti-perspirant, delivering legendary performance through stronger and longer sweat protection and a 50 percent increase in BCD odor fighting technology that only Old Spice can claim. Scents include new Lasting Legend, Pure Sport Plus, Stronger Swagger, Extra Fresh and Tougher Timber;
  • Dirt Destroyer Body WashOld Spice’s most powerful body wash, offering 15 percent more cleansers, a 30 percent thicker formula and 20 percent more scent. This thicker formula results in more dirt-eliminating lather with less product going down the drain for an overall better shower experience. Scents include new Lasting Legend, Pure Sport Plus and Stronger Swagger.

About Old Spice
Procter & Gamble’s Old Spice is called the quintessential men’s grooming brand. With nearly 80 years as an American icon, Old Spice is considered by many to be the authority on the male grooming experience and has leveraged this heritage to become the No.1 selling anti-perspirant/deodorant stick and body wash brand with guys of all ages. Old Spice brands for men include  anti-perspirants, deodorants, bar soap, body washes, body sprays, after shaves and colognes.
For more information on the new Hardest Working Collection and the full Old Spice grooming lineup, visit www.OldSpice.com.

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