When P&G’s quintessential men’s grooming brand, Old Spice, recently re-launched its popular Fresh Collection as the Fresher Collection to deliver what guys want most - fresh, clean scents with names that are recognizable, the Old Spice Walmart team created a fun promotion to reward Walmart customers with nature inspired, manly prizes.
Mitchell Communications was tapped to amplify the Walmart-specific promotion with the goals of increasing awareness, sales and driving customers to the gnarly campaign site created by Saatchi & Saatchi X, OldSpiceGetaway.com, where consumers enter for a chance to win macho prizes like a trip to the Lumberjack World Championships. Here’s how we did it:
- Leveraged a new trend – the Lumbersexual. This beard-rocking, flannel-sporting, boot-kicking, manly man trend ties perfectly with the back to nature theme of the product and promotion.
- Discovered a timely launch date - National Flannel Day, Feb. 10
- Developed a content-creating, interest-generating PR campaign
The Old Spice Getaway Promotion went live on Feb. 10 with a National Flannel Day kick-off event in Chicago featuring lumberjacks and lumberjills. You can experience their flannel welding ways here:
We shared our story with the masses with a segment on nationally syndicated Daily Buzz that featured Lumberjack Champion, Mike Sullivan, distributed a national SMNR and put photos on the AP wire (that’s right, we did that). Our images were so awesome that one of them was picked up by ABC News and featured in the “Day in Pictures – 2.10.15” video segment. Influencer outreach and asset distribution (see Lumberjack Kit below) were also key to spreading the news about Old Spice.
And, we’re not done. We’ll be shaking some more trees before long and spreading the Fresher Collection love.
The lesson in it all is this? If you’re a marketer or communicator don’t just let trends happen, make them happen when they’re a best fit for the brand. Beards and flannel are ours. Go out and discover your own.
What do you think the next big trend will be?