Old Spice is revamping an old campaign about clingy moms for Gen Z. Calling back to the brand’s 2014 “Mom Song” campaign, the new “The End of Adolscents” spot reworks a Boyz II Men song for moms lamenting about their songs growing up using Old Spice. The campaign is promoting a new “Swagger Scent Control System” that lets users choose how intense their spray is, which is being positioned as a more mature fragrance habit, similar to how Axe recently updated their product. And Gen Z males are big fragrance lovers—YPulse data backs this up—but legacy brands are now competing with luxury scents for their attention. So, Old Spice is looking to nostalgia, R&B, and a new rewards program to keep this gen buying in. (Marketing Dive)
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