P&G tries for edgy with Old Spice campaign

01/8/2007 | NYTimes.com

Wieden + Kennedy's new multimedia campaign for Procter & Gamble's Old Spice takes the brand's marketing in an offbeat direction, under the "Experience is everything theme." The choice of Wieden is seen as a way for P&G to better compete with Unilever's Axe and other rival grooming products aimed at young men.

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