1. Will Ferrell Will Ferrell smells good to Old Spice Will Ferrell By: Grant Miller Ryan Van Vleet

2. Article overview Procter and Gamble and Bud Light teamed up with the new hit movie Semi-Pro to promote their products. Promote new deodorant - Pro Strength Use humor to effectively communicate with males 18-34 Worth millions of dollars in promotional value.

3. “ The finest street-legal antiperspirant you can get outside of Mexico that ’ s not poisonous. ” “ The finest street-legal antiperspirant you can get outside of Mexico that ’ s not poisonous. ” Old Spice was introduced in the 1930’s First a women’s fragrance but then became a favorite of American males. Reached out to younger males using grass- roots marketing. “What was a sleepy brand has become a fantastic growth story.” James Moorhead

4. Pit Stick Main Rivals: Right Guard, Axe, and Degree A market worth approx. $1.2 Billion Old Spice claims about 12% of that market The Pro Strength stick -$7.99 -25%-33% of males who are “unusually active perspirers”

5. Proctor & Gamble Fortune 500 Company Spent $2.62 Billion on Marketing in 2007 More then double number two, General Motors Crest, Pringles, Pampers, and Tide Helped increase visits to Oldspice.com by nearly six-foldOldspice.com

6. Why this works "One of the benefits of tying in with brands like Bud and Old Spice is that their established equity and identity to the consumer acts as a shorthand for us as to the kind of film we have. ” Chris CarlisleBud Both brands have humorous, edgy positioning that compliment the film.

7. Sources http://www.latimes.com/business/la-fi- oldspice27feb27,0,5515355.story http://www.latimes.com/business/la-fi- oldspice27feb27,0,5515355.story www.youtube.com www.wikipedia.com www.oldspice.com