Old Spice Campaign Targets Gen Z Males and Their Moms
Younger consumers seeking variety and personalization are giving brands more reasons to innovate in unique ways, even when it comes to their personal grooming products.
Procter & Gamble’s Old Spice has added antiperspirant and deodorant sticks and sprays as well as body wash options to its portfolio of men’s grooming products that lets consumers tailor their experience based on the occasion.
The brand’s Swagger Signature Scent Control system, within its Swagger collection and new Spice Alchemist line, offers customizable fragrance intensity, giving users the ability to control the scent level from subtle to bold.
The company is driving awareness for this new technology using nostalgia and humor, hoping to grab the attention of this younger generation of consumers as well as their moms, who are often still making the purchasing decisions.
The campaign, which launched digitally on YouTube, Instagram, TikTok, Facebook and X first, brings back the brand’s “Mom Song” theme from more than a decade ago. Old Spice once again collaborated with Boyz II Men, incorporating the R&B group’s song "End of the Road," for this year’s efforts.
The spot (see below) features a modern twist on the original release, and highlights the bond between moms and their sons as the young men transition into adulthood. Also airing across major TV networks, the campaign communicates how these consumers are potentially choosing scents for the first time, as well as the line’s customizable scent intensity and pro-level moisture control.
“At Old Spice, we revel in the epic adventure from boyhood to manhood with a confident swagger,” Kate DiCarlo, Procter & Gamble senior communications director, said in a media release. “Our 2026 campaign, 'The End of Adolescents,' brings back the legendary vibe of the 'Mom Song' running for decades now, reimagined for today’s generation.”
The brand is using shareable content to encourage engagement with consumers and their friends. Fans are invited to join the “Old Spice Clippership Club” rewards program for exclusive content and rewards. Similar to the brand’s 2014 campaign, the new “Mom Song” campaign is intended to be memorable and encourage word-of-mouth, making Old Spice top-of-mind in stores when consumers are at the shelf.
