P&G has launched new Old Spice soaps, in "manly" scents - Fiji, Pure Sport and Swagger.
"With new Old Spice bar soap, we wanted show the more than 40 percent of guys who are bar soap loyalists that we have their backs when it comes to manly scented shower equipment," said Joe Arcuri, vice president, North America Beauty Care, Procter & Gamble.
Arcuri continues, "We know many guys are living with an unspoken shame – that they simply use whatever bar soap is already in the shower based on what the woman in their life purchased and is often using. I guess we're also in the business of helping guys reclaim their territory in the shower."
A new television ad campaign will pay tribute to the popular jingle soap commercials of the 80s and 90s. Developed by Wieden + Kennedy, the campaign is sure to get a few laughs as it demonstrates "how to was in a manly way." Two ads will debut on April 9th, and a 3rd this summer.