Some of us have experienced it: that rite of passage when your teenage son stops ponging of boy and starts to smell like one of the girls on the Clarins stall in a department store.
A hormone-induced opportunity for marketers of course; which Procter & Gamble is trying to muscle in on in this new campaign from Wieden+Kennedy HQ, ‘Smellcome to Manhood,’ for Old Spice’s new Re-Fresh Body Spray.
Will it have quite the same effect as BBH’s work for Unilever’s Axe/Lynx with its cast of female angels?
It’s more realistic – but when did realism have anything to do with such matters?
