The Swagger campaign was launched in conjunction with the start of the 2008 NFL season. Print and TV executions featured Brian Urlacher (feared linebacker for the Chicago Bears) and LL Cool J (famed rapper, actor and ladies-man) and showcased Swagger as the secret behind their success. However, the most innovative expression of Swagger’s transformational powers came with the launch of swaggerizeme.com, an online tool that allowed guys to radically transform their online profiles thanks to the wonders of search technology. Finally, we developed banners and online video to drive traffic to the site.

The campaign has been a resounding success. The scent formerly known as Glacial Falls has been revitalized. With the rebranding effort and new campaign in place, sales of Swagger deodorant quadrupled (+400%). Previously in danger of being removed from retail shelves, Swagger is now the fastest growing scent in Old Spice’s history. This obviously has made our clients extremely happy.