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Press release from Business Wire

Old Spice Teams up with Green Bay Packers' Greg Jennings to Prove Anything is Possible When You “Believe in Your Smellf”

<p class='bwalignc'> <i>As the "Official Deodorant and Body Wash of the NFL" Old Spice introduces new ad campaign to celebrate its Champion scent</i> </p>

Tuesday, September 04, 2012

Old Spice Teams up with Green Bay Packers' Greg Jennings to Prove Anything is Possible When You “Believe in Your Smellf”06:00 EDT Tuesday, September 04, 2012 CINCINNATI (Business Wire) -- To instill a championship mentality in NFL fans this season, Old Spice (NYSE: PG) today debuted its new NFL marketing campaign centered around the Old Spice Champion scent lineup featuring Green Bay Packers wide receiver Greg Jennings. Jennings, who won Super Bowl XLV with the Packers, will appear as the brand's newest Old Spice Guy in a series of humorous television and print advertisements showcasing the countless ways that Old Spice Champion and "Believing in Your Smellf" can help guys overcome adversity and win on and off the football field. Old Spice Champion "Believe in Your Smellf" - "Film" (Photo: Business Wire) "Old Spice Champion is about inspiring self-confidence when guys need it most," said Jason Partin, brand manager for Old Spice North America. "With Greg Jennings, who embodies the true spirit of a champion, this campaign is designed to reach NFL fans in need of a little extra confidence when tackling whatever life throws their way." Developed with Portland-based advertising agency Wieden+Kennedy, Old Spice's "Believe in Your Smellf" NFL campaign features a total of seven TV advertisements – three 30-second and four 15-second spots, all communicating the benefits of Old Spice Champion. The ads will also live on Old Spice's social media channels on Facebook (Facebook.com/OldSpice) and YouTube (YouTube.com/OldSpice). The campaign will begin with the debut of the 30-second spot “Film" during the NFL Kickoff game on NBC – Dallas Cowboys vs. New York Giants – Wednesday, Sept. 5. The subsequent spots will roll out over the course of the NFL season. “Approaching life with a winning attitude has helped me achieve my goals and conquer any challenge that I've been faced with," said Jennings. “I've always been a huge fan of Old Spice and jumped at the opportunity to work with them on this campaign. I think NFL fans will get a kick out of seeing me in some pretty compromising situations in these commercials." Targeted toward guys, Old Spice's NFL "Believe in Your Smellf" campaign will appear primarily during NFL programming on NBC, FOX, ESPN and NFL Network. In addition, digital ads will appear across a number of sports, entertainment, humor and men's interest outlets. For more information on Old Spice Champion, which is available in deodorant, body spray and body wash, visit OldSpice.com. Old Spice can also be found on Twitter (@OldSpice), Facebook (Facebook.com/OldSpice) and YouTube (YouTube.com/OldSpice). About Old Spice: Procter & Gamble's Old Spice is the quintessential men's grooming brand. With more than 70 years as an American icon, Old Spice is the authority on the male grooming experience and has leveraged this heritage to become the No.1 selling anti-perspirant/deodorant stick and body wash brand with guys of all ages. Old Spice brings authenticity, performance and confidence to male grooming and offers a wide product portfolio for today's man, including anti-perspirants, deodorants, body washes, body sprays, after shaves and colognes. About Procter & Gamble: P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands. Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50395168&lang=enMedia Contacts:Procter & GambleMike Norton, 617-463-5777norton.mr@pg.comorCitizen RelationsMike Kingston, 212-613-4928mike.kingston@citizenrelations.com