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

 

 

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