Old Spice Introduces New Bar Soap Lineup (Rope Not Included), Showering Guys with the Bar Soap They've Been Smelling For

  Old Spice Introduces New Bar Soap Lineup (Rope Not Included), Showering Guys
  with the Bar Soap They've Been Smelling For

 Brand revives classic jingle-based soap television creative from yesteryear

Business Wire

CINCINNATI -- April 8, 2013

Filling a void in the marketplace when it comes to guy bar soapers in need of
a more masculine smelling bar, the Old Spice brand from Procter & Gamble
(NYSE: PG) today announced it is introducing an all-new lineup of manly
scented bar soaps to the brand's versatile collection of male grooming
products. Arriving in stores this month, new Old Spice bar soap is available
in the brand’s three most popular scents – Fiji, Pure Sport and Swagger.

Pure Sport High Endurance six pack (Photo: Business Wire)

Pure Sport High Endurance six pack (Photo: Business Wire)

"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 at Procter & Gamble. "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."

To complement the launch of its new lineup of bar soaps, Old Spice will roll
out a new broadcast television advertising campaign that pays tribute to the
popular jingle soap commercials of the 1980s and 1990s. Developed by
Wieden+Kennedy (Portland, Ore.), the campaign demonstrates how guys can wash
their body the manly way, with manly scented bar soap to the tune of an
extremely masculine, yet incredibly informative jingle about their life story.
The campaign will launch with two television ads, “Shower” (:30/:15) and
"Watermelon" (:15) on April 9, with a third spot to debut this summer.

The new Old Spice bar soap launch also will be supported by a cinema and
dedicated online campaign with rich media banners bringing the marketing
creative's tagline – "The Bar Soap You've Been Smelling For" – to life.

As the No.1 selling anti-perspirant/deodorant stick and body wash brand with
guys, Old Spice is offering bar soap users the opportunity to bring their
favorite Old Spice scents into the shower and providing another tool for their
daily grooming regimen. All three scents of new Old Spice bar soap are
available in 6-packs (SRP: $3.99) and 2-packs (SRP: $1.79), and can be found
in retailer bar soap aisles.

  *Fiji Bar Soap – Smells like palm trees, sunshine and freedom. Smell like
    the kind of man who lives in the kind of place that you’d like to smell
    like.
  *Pure Sport Bar Soap – Clean, fresh scent for the active lifestyle. Leaves
    skin feeling clean, with a clean refreshing lather.
  *Swagger Bar Soap – Bathe yourself in power. We’re not saying this bar of
    soap will make guys a confident millionaire jetfighter, but we are
    insinuating it.

For more information on Old Spice bar soap, visit OldSpice.com. Old Spice can
also be found on Twitter (@OldSpice), Facebook (Facebook.com/OldSpice),
YouTube (YouTube.com/OldSpice) and Instagram (oldspice).

About Old Spice:

Procter & Gamble’s Old Spice is the quintessential men’s grooming brand. With
more than 70 years as an American icon, Old Spice is 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 brings authenticity, performance and confidence to male grooming and
offers a wide product portfolio for today’s man, including anti-perspirants,
deodorants, bar soap, body washes, body sprays, after shaves and colognes.

About Procter & Gamble

P&G serves approximately 4.6 billion people around the world with its brands.
The Company has one of the strongest portfolios of trusted, quality,
leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®,
Pantene®, Mach3®, Bounty®, Dawn®, Fairy®,Gain®, Charmin®, Downy®, Lenor®,
Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®,
Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The
P&G community includes operations in approximately 75 countries worldwide.
Please visithttp://www.pg.comfor the latest news and in-depth information
about P&G and its brands.

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Contact:

Media Contacts:
Procter &Gamble
Rodrigo Coronel, 513-602-4910
coronel.r@pg.com
or
Citizen Relations
Jessica Johnston, 213-996-3784
jessica.johnston@citizenrelations.com
 
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