Old Spice brings its manly, scented man to Australia for local re-launch

The man ‘everyone loves to smell’ has touched down Down-Under and is currently embarking on an epic publicity tour that will take him all over our fair country, as part of the P&G brand’s re-launch in Australia, building on the theme since the first white towel was donned back in 2010.

Having established itself as the top-selling antiperspirant, deodorant and body wash brand in North America, Old Spice is aiming to grow on its more than 70-year history to help Australian men “look and smell their best” with its range of Old Spice products.

The face of Old Spice, former American NFL football player Mustafa, has been the face of the iconic brand for the last three years and has reached world-wide fame for his role in the ‘The Man Your Man Could Smell Like’ ad campaign. The spots have received millions of views on YouTube and have been toted as the saviour of the once ailing Old Spice brand.

Old Spice has launched a new TVC as part in conjunction with the Australian publicity tour which documents Mustafa’s observations about the Australian man in a “special address to the nation:”

Home to some of the world’s deadliest spiders, great white sharks and boxing kangaroos, Mustafa says he is excited to bring the Old Spice range to this wide brown land, even believing his love for Australia is the secret to his manliness.

“What a beautiful country! In my life, I’ve ridden horses, battled great white sharks and travelled the world, but what I’ve enjoyed most is visiting Australia and shaking the hand of the manliest man,” says Mustafa in a statement released to the media.

Mustafa also attended a launch at Wild Life Sydney Zoo for a photo opportunity which included him holding snakes wearing only a white towel.

The Old Spice male grooming portfolio features 12 products to help men stay fresh throughout the day, including body sprays, body washes, deodorant sticks and its iconic aftershave and is being distributed through Coles, Woolworths and pharmacies.