Old Spice unveils new Fresher collection, brand ambassador

Old Spice is tackling the skin care needs of men with a new collection and global brand ambassador.

The Cincinnati-based company, which is part of the Procter & Gamble portfolio of brands, unveiled its new Fresher collection, which infuses fresh scents and antiperspirant technology together and slides on clear without leaving behind any residue. To launch the five-piece line, the brand called on actor, comedian and writer Deon Cole as its new global brand ambassador.

“We’ve scoured the earth for the world’s best ingredients in our products … and the perfect Old Spice guy,” Matt Krehbiel, Old Spice associate brand director at Procter & Gamble, said. “We’re ecstatic to welcome Deon, a talented and hilarious comedian and actor to the Old Spice family. Deon’s big personality and quick wit are a perfect fit for the humor that fans love and expect from Old Spice.”

The Fresher collection consists of a Deep Scrub with Deep Sea Minerals, Exfoliate with Charcoal, Moisturize with Shea Butter, Cooling with Mint and Relax with Lavender products.

“Growing up using Old Spice was everything to me, so it's huge to join the world-famous group of Old Spice guys. Mom, are you reading this?” Cole said. “As the newest Old Spice guy, the first thing I’m sharing is that men have skin, too … and the new Fresher collection delivers real freshness forged with real ingredients that we can call our own. You’re smellcome, man.”

To kick off the collection launch, the company will feature five commercials — one supporting each of the products — that will star Cole. In addition, the spots also will feature actress Gabrielle Dennis and cameo appearances from former NFL player Thomas Q. Jones and comedian Keraun Harris.