Old Spice X Chip

Brand: Old Spice - Procter and Gamble 
Agency: Recipe 

Lead Producer
and Music Supervisor.

A robust multichannel marketing campaign, aimed to tap into the heartbeat of British youth culture by leveraging music and authenticity. The strategy involved a significant investment in digital and outdoor marketing, including social media content tailored for platforms like TikTok and YouTube, as well as engaging visuals in urban locations. The brand set an ambitious sales target of 2.3 million Captain deodorant sticks within six months, aiming to shift the perception of Old Spice among young British men and encourage them to ditch the basic stuff.

The Campaign consisted of:

A custom branded diss track by Grime legend Chip aimed at young men that all smell the same and lack individuality. Billboards throughout London, Birmingham and Manchester, including 
one outside Arsenal's Emirates stadium - Chip's favourite club. Video adverts in Gyms, Cinemas and Morley's Chicken Shops. Social ads, amplification on culturally relevant platforms such as I'm Just Bait, GRM Daily and Link Up TV, an influencer campaign using talent such as Formz, Christopher Savage, and Specs Gonzalez.

The song, music video, TV, social, digital, OOH and content were all about aligning with and contributing to the vibrant energy of British youth.