Old Spice introduces the new Swaggy Spice, which is the brand's first-ever mascot and it is the personality of its new Smelf-Confidence campaign. It is a deodorant stick that walks around with sunglasses and a backward cap, accessorized with a golden necklace.
Matt Krehbiel, the vice president of Old Spice at Procter & Gamble notes that "Old Spice wants guys everywhere to feel confident when under the spotlight. This new campaign is inspired by the insight that we can usually count on others to tell us if something is out of place. Maybe we have something in our teeth, or a spot on our shirt, but no one will tell us if we smell, leaving us wondering in those make-or-break moments, ‘do I smell right now?’"
Deodorant Stick Personable Mascots
Old Spice Introduces Swaggy Spice Which is its New Mascot
Trend Themes
1. Deodorant Mascot Trend - Brand mascots are being introduced for deodorant sticks to promote more personable and relatable messaging.
2. Smelf-confidence Campaign Trend - Deodorant advertising campaigns are shifting to focus on promoting confidence and body positivity.
3. Accessories for Deodorant Sticks Trend - Deodorant sticks are being accessorized to create a stronger brand personality.
Industry Implications
1. Personal Care Industry - Brands within the personal care industry are introducing mascots and shifting advertising campaigns towards promoting consumers' self-confidence.
2. Marketing Industry - Marketing companies specializing in personal care products are focusing on developing mascots and brand personalities that target a younger, relatable, and confident consumer base.
3. Fashion Accessories Industry - The fashion accessories industry is creating opportunities for partnering with personal care companies to introduce accessories for deodorant sticks.