Old Spice Deodorant
STRUCTURAL design & development
To capture the “unapolgetically male” and effectively compete against Unilever’s Axe, P&G engaged Product Ventures to develop AP/DOs that embody the aesthetic sensibilities of this image-conscious audience. The challenge was to effectively re-stylize the package without effecting manufacturing assets or changing its footprint and components. Its iconic window and two shot plastic construction elevates a commodity product to a salon premium.
2004 AmeriStar Award Winner