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Press release from Business Wire

Wes Welker and Jerod Mayo Whistled for

<p class='bwalignc'> <i>Men's grooming brand tackles odor and freshness with scents of Old Spice Fresh Collection</i> </p>

Thursday, September 05, 2013

Wes Welker and Jerod Mayo Whistled for "Unnecessary Freshness" in 2013 Old Spice NFL Advertising Campaign

07:00 EDT Thursday, September 05, 2013

CINCINNATI (Business Wire) -- Old Spice, the "Official Deodorant and Body Wash of the NFL," today debuted its "Unnecessary Freshness" advertising campaign, which humorously chronicles the stories of Denver Broncos wide receiver Wes Welker and New England Patriots linebacker Jerod Mayo being swept away by the unnecessary freshness of the Old Spice Fresh Collection. Welker and Mayo, who this year will be inducted into the prestigious and manly-scented Old Spice Guy fraternity, will appear in a series of television, print and digital ads that kick off this week to coincide with the start of the 2013 NFL season.

Unnecessary Freshness (Photo: Business Wire)

Unnecessary Freshness (Photo: Business Wire)

"While the idea of unnecessary freshness may seem a bit extreme, when it comes to guys who demand the longest-lasting, hardest-working scents on the planet, it's absolutely necessary," said JC Harvey, brand manager for Old Spice. "With the unbeatable freshness of the Old Spice Fresh Collection, football fans can transport themselves to a tropical island or the top of a mountain peak without leaving their couch or missing a play."

Developed with advertising agency Wieden+Kennedy (Portland), the campaign features a total of four 15-second television spots – "Snow Globe," "Absent," "Coach" and "Lizards" – following the same over-the-top, classic jingle format introduced earlier this year with the launch of the brand's new manly-scented bar soap. The television campaign kicks off with the debut of "Snow Globe" during the NFL season opener – Denver Broncos vs. Baltimore Ravens – on Thursday, Sept. 5. The subsequent spots are currently available on the brand's social media channels on Facebook (Facebook.com/OldSpice) and YouTube (YouTube.com/OldSpice) and will roll out on television over the course of the NFL season.

The Old Spice "Unnecessary Freshness" print campaign uses a comic book format to tell the totally factual true stories of real events that actually happened to Welker and Mayo who used Fresh Collection and became way too fresh.

Old Spice Fresh Collection
The Old Spice Fresh Collection features the scents Fiji, Matterhorn and Denali, available in anti-perspirant/deodorant, deodorant, body spray, body wash and bar soap (Fiji only). Inspired by some of the freshest places on earth, the Old Spice Fresh Collection is infused with just the right touch of scent to leave guys feeling fresh and confident all day long.

For more information on the Old Spice Fresh Collection, visit OldSpice.com. Old Spice also can be found on Twitter (@OldSpice), Facebook (Facebook.com/OldSpice), YouTube (YouTube.com/OldSpice) and Instagram (oldspice).

About Old Spice
Procter & Gamble's Old Spice is the quintessential men's grooming brand. With 75 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 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Procter & Gamble
Rodrigo Coronel, 513-983-8441
coronel.r@pg.com
or
Citizen Paine
Mike Kingston, 212-613-4928
mike.kingston@citizenrelations.com

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